New generation of natural yoghurt
Throughout the decades, the consumption of dairy specialities - generally offering greater added value than classic dairy such as milk and yoghurt - has grown. Our innovative focus is therefore largely aimed at capitalising on new consumer needs and wishes in order to develop new products with added value. Hence our introduction of innovative desserts, dairy drinks and fruit yoghurts with zero per cent fat and no added sugar. But while consumption of these new products is growing, sales of classic dairy such as milk and plain yoghurt have been in decline for years.
Classic dairy still mainstay of consumption
A large portion of the dairy consumed on a daily basis still consists of classic products that have been around for years. These are generally ‘simple’ products that people regularly use and buy for everyday consumption. Consumers can choose from a range of products made by a number of different dairy suppliers in the Dutch market, all of which are basically identical. Consumer products that are not distinctive from others form a poor basis on which to base brand expansion, as consumers wonder about a particular brand’s added value.
Due to our expertise in dairy we gradually became convinced that we could distinguish ourselves in basic dairy too. We are now therefore focussing our innovative talent on our classic dairy products, under the Campina brand for instance. With our philosophy ‘Milk is milk, but not all milk is the same’ in mind, we took steps in the Netherlands and Belgium to ensure a distinctive position for consumer milk, starting at the farm.
Complicated
But what about yoghurt? Dutch consumers eat a lot of plain yoghurt and we hold an important position in that market with the Campina brand. However, our Campina yoghurt was scarcely different from the somewhat sour and thin variety available under supermarket brands. In 2008 we decided to take the plunge and distinguish ourselves with plain yoghurt too.
Distinction in taste, mouth feel and shelf life
To give yoghurt a distinctive edge, we focussed on the taste, mouth feel and shelf life. These are important features of yoghurt for consumers and are all interrelated. The yoghurt bacteria are responsible for the taste (milder or sourer), for the mouth feel and taste development during the time the yogurt remains in the pack. The real challenge is to create a yoghurt that retains its mild taste for a longer period of time without becoming sourer.
Production process
Making yoghurt with different properties not only involves a different recipe and different yoghurt bacteria, but also a different production process. It’s the attention to the finer points throughout the process that ensures an optimal taste, mouth feel and quality of the yoghurt
Because it has been around for centuries it’s easy to conclude that there is nothing left to learn about yoghurt. But earlier attempts to develop a new generation of yoghurt proved just how difficult that really was. It took us one and a half years to come up with the new recipe for Campina yoghurt and to design the production process to manufacture the new recipe. The R&D department of Consumer Products Europe worked intensively with the R&D team of Ingredients and with experienced experts at the production company in Eindhoven. The result is a unique combination of recipe and production process. We deliberately opted not to patent it to avoid having to reveal our secret formula.
Owing to the new production process and the new recipe, Campina yoghurt is milder, creamier and has a smoother taste than before. The taste remains more stable during the storage period than other plain yoghurts. Moreover, the production process is so advanced that we are now more than ever in a position to guarantee the quality of the yoghurt for consumers. Consumers appreciate the new Campina plain yoghurt and experience the real difference between Campina yoghurt and that of other manufacturers.