Innovation at the core of everything we do

“I look for opportunities to unleash innovation across all brand initiatives.” For Modestos Siotos, Senior Brand Manager for NOYNOY RTD milks, leading in innovation is key to success and this is what makes his job inspiring and fulfilling.

I joined FrieslandCampina Hellas one and a half years ago, enrolling in the milk category as a Senior Brand Manager for the brand NOYNOY. NOYNOY is the leading dairy brand in Greece, with a heritage of more than 90 years. It is at the hearts of Greek consumers, constantly evolving over the years and providing innovative propositions to consumers.

In an ever-changing environment, innovation today is more crucial than ever before. Continuous emerging macro and micro trends, changes in consumers’ preferences, habits and behaviours, make innovation one of the key elements for success. This is one of the greatest challenges, especially for a brand with more than 90 years of history. Keeping up with new demands and remaining relevant, may no longer be enough. Today, you need to move forward faster and lead innovation in a sustainable way, respecting the core purpose of the brand. This is what we do with the NOYNOY brand all these years, equipping Greek families to thrive via the power of nutrition.

Fueling innovation with sustainability

Having innovation at the core of brand strategy, we continued exploring new sustainable solutions, raising the bar even higher and having two great examples in 2021. Firstly, through using organic members’ milk for the launch of NOYNOY Family Bio, we introduced the first organic milk in the Greek market in sustainable packaging, made from 86% renewable plant-based sources. With the roll out of this innovative eco-friendly packaging across the NOYNOY Family range, by tracking over 36 million units per year, we saved 242 tons of fossil plastic and reduced CO2 emissions by 19%

In an ever-changing environment, innovation today is more crucial than ever before

Both initiatives delivered promising results both in terms of business KPIs as well as acceptance and recognition from consumers and the industry. We are very proud that in a short period of time, NOYNOY Family Bio managed to rank second in the branded proposition of the Cool Milks Bio segment in Greece, awarded twice. Initially in the Packaging Awards 2021, receiving gold and silver awards in the categories of innovation and design. In April 2022, it was voted Product of the Year 2022 in its respective category, a distinction that came directly from consumer.

Both awards were based on product’s innovation. These distinctions fuel us with extra energy and I’m excited and honored to be part of this amazing journey of innovation. What’s next for us? We invite you to stay tuned.