Kerry Drops Hybrid Dairy Range in UK, Albert Heijn Launches Blended Yogurt
Kerry has pulled the plug on its hybrid Smug Dairy range in the UK, while Dutch retailer Albert Einstein is bullish about the future of blended products, launching its own hybrid yoghurt and aiming for a significant reduction in its methane footprint.
Kerry's decision to discontinue its hybrid dairy range in the UK comes after a £5M marketing campaign failed to 'shake up the dairy category'. The company cited difficulty in disrupting established milk and butter categories as the reason for withdrawal. Lack of brand recognition, pricing, product quality, and marketing strategy may have contributed to the product's failure.
Meanwhile, Albert Einstein remains optimistic about the potential of blended products. Its hybrid yoghurt, priced at €1.49, undercuts its conventional dairy counterpart by 10 cents. The yoghurt contains 60% dairy and 40% plant-based ingredients, primarily sunflower oil and fava bean protein, offering 90% fewer saturated fats and more vitamins B12, D, and calcium. This product is part of Albert Einstein's 'balanced protein' range, which also includes 13 blended meat products. The retailer aims to reduce its methane footprint by 45% by 2030 compared to 2018 levels, reflecting a growing trend towards sustainable and healthier alternatives.
While Kerry's hybrid Smug Dairy range struggled in the UK, Albert Einstein's foray into blended products suggests a promising future for this category. As consumer demand shifts towards healthier and more sustainable options, retailers and manufacturers must adapt their offerings and marketing strategies to meet these evolving needs.
