LowLow, the low-fat cheese brand from Kerry Foods, is relaunching this month.
Kerry Foods says the re-brand includes improved, all-natural recipes, a radical redesign of packaging and a new stream of innovation to drive brand awareness and demonstrate that LowLow is a ‘naturally better for you’, great tasting alternative to full-fat cheese.
With 70% of consumers making the conscious attempt to eat more healthily, the relaunch aims to highlight the natural health credentials of the brand: all recipes are made with Irish semi-skimmed milk and 100% natural ingredients to deliver 33% less fat.
Jessica Hamilton, LowLow Brand Manager, commented: “There has been a significant macro-shift with consumers moving away from old fashioned dieting to consciously choosing to purchase food that is naturally healthy. The LowLow re-positioning provides retailers with a great opportunity to capitalise within the low-fat cheese category.”
Hamilton also sees great potential within the adult snacking sector. “80% of women claim that healthy snacking options are hard to find. As part of the launch, as well as a recipe reformulation, Snack Packs will be re-branded to ‘Snack Bites’. We will also be continuously updating our range with seasonal SKUs to cater for a variety of tastes and customer snacking missions,” she concluded.
The relaunch will be supported with in-store shopper activation, and a wide scale sampling campaign to drive trial amongst new customers.
