As one of the world’s largest dairy producers, we are evaluating our products and taking on the challenge of eliminating unnecessary ingredients, sweet flavours and colours. We have already been doing this since 2009 by gradually reducing the amount of sugar in our products. We are now extending this policy and have recently launched an entirely renewed Optimel range.
Doing away with unnecessary ingredients
The renewed Optimel goes back to basics with more natural colours and flavours. This means the yoghurt, drinking yoghurt and quark contain less sweeteners and, in addition to meadow milk, only the ingredients you genuinely expect in the product. The raspberry drinking yoghurt, for example, contains only raspberries and no other fruit juices.
The renewal of Optimel fits in seamlessly with the sustainability drive FrieslandCampina recently announced and addresses a key trend in food and beverages. We see a growing trend of paying close attention to the origin of the food that we consume: it must be traceable, pure and natural. Dairy is part of a healthy diet and is part of the official Dutch nutritional guidelines. In addition to this healthy basis, we aim to keep our products as pure as possible.
Innovation budget increased
It ultimately took our research department two and a half years to achieve the desired taste and structure for the Optimel products. We have increased our innovation budget considerably in recent years. While we spent € 73 million in 2015 and € 74 million in 2016 on innovation in dairy products, we increased the budget to € 81 million in 2017.