The next step in a healthy diet – more Campina products made using healthy Campina milk with a higher nutritional value
Campina has recently started making vla (custard), the traditional Dutch dairy treat, using Campina milk with a more balanced fatty acid composition and a lower sugar content. The sweet taste so popular with millions of Dutch consumers won’t change, however. The new custard has been developed in response to the trend for tasty yet more responsible products which tie in with people’s daily consumption patterns. As well as Campina custard, there is now also Campina yoghurt and traditional Campina porridges made from Campina milk with a more balanced fatty acid composition. These have been available on the supermarket shelves since last spring.
In recent years, pursuing a healthy lifestyle has become increasingly important, with an emphasis on more physical exercise combined with a nutritious diet. A healthy body relies on a daily diet with a good, varied balance. This is a natural point of departure for Campina, which believes that healthy food should also be tasty! Which is why it has taken the source (the cow) as its starting point for developing a new standard in milk.
Campina milk has a better fat composition than other milk, all year round, thanks to the fact that its cows can graze in the open and are given a special natural feed supplement by its dairy farmers. Campina milk with an improved fat content has been available in most Dutch supermarkets since the beginning of April. Campina milk was already the country’s leading milk brand, with a market share of 23%. In outlets where Campina milk has always been sold, this position has been strengthened due to the fact that Campina milk distinguishes itself from other milk.
Following on from the changes it has made to its milk, Campina is now also making its custard, yoghurt and porridges using healthier Campina milk. The litre packs of Campina yoghurt and Campina custard have also acquired a large screw cap for greater ease of use. These large caps are already in use on litre packs of Campina VlaFlip, allowing consumers to see the product attractively pouring out of the container.
Less sugar, no artificial sweeteners
Campina is also responding to the trend for a more healthy lifestyle by reducing the sugar content in its custard. However, although these custards have slightly less sugar, they’re just as delicious as ever. This was achieved through months of developing the product without the use of artificial sweeteners. Campina is confident that this innovation will make an important contribution to responsible nutrition.
‘By extending the range of Campina products made with our healthy Campina milk and by adding a little less sugar to our custards, we are responding to consumer demand for responsible products which are also very tasty! With these products, consumers can enjoy their food even more responsibly each day,’ says Bas van den Berg, Managing Director of CPE Nederland.
Typical Dutch dessert treat
Dutch consumers eat an average of 8 litres of custard each year; it’s usually taken as a dessert after the main meal, especially in winter. The combination of its sweet taste, thick pouring consistency and shape of the packaging (a half or full-litre family pack) makes custard a typically Dutch dessert treat. Campina is also an important supplier of sweet desserts to other countries, such as Germany and Belgium, but most of these are sold in individual portion packagings.
New advertising campaign
The introduction of its new milk with a more balanced fatty acid composition was accompanied by the biggest advertising campaign in Campina’s history. Customer feedback indicated that consumers specifically associate Campina with naturalness and with the farmers who jointly own the company.
The advertising campaign will be given a follow-up early in 2008. The new campaign will place further emphasis on the health aspects of new product. Milk is already a naturally healthy product due to its protein, calcium and vitamin content, but Campina milk is now even more healthy, with improved nutritional value.