Dairy brand The Collective is celebrating the start of summer in the UK with the launch of a piña colada yogurt, the first in its lineup of cocktail-inspired flavours that form part of its new Happy Hour campaign.
The limited-edition flavour combines yogurt with two layers of pineapple and desiccated coconut and a touch of Jamaican white rum.
The introduction marks the first of three Happy Hour limited-edition yogurts, rolling out until 2020. The range aims to offer consumers a chance for indulgence without the alcohol content of a cocktail itself.
To support the launch, The Collective will be running a marketing campaign featuring shopper marketing activity, PR, digital advertising and social media.
Amelia Harvey, co-founder of The Collective, said: “We know that now more than ever, consumers are searching for that moment or time, in a day, that brings them happiness and our new piña colada gourmet live yoghurt, as well as the exciting Happy Hour flavours we have in the pipeline, will do just that.”
The new yogurt is available in the UK with a recommended retail price of £2.19 for a 450g pot.
Last year, The Collective collaborated with its suppliers to incorporate recyclable black plastic packaging to its Gourmet line of yogurts. The firm’s yogurt tubs feature a special pigment that makes them detectable across UK recycling plants, meaning consumers can recycle the black lids with their generic plastic recycling.