The good yogurt
Yogurts are one of the most consumed products in Spain. Far is its "medicinal" use: it has been a long time since they left pharmacies and reign in supermarkets and food stores. The original glass jars were replaced by plastic containers, the glass being relegated to enriched yogurts, usually at a higher price.
One of the changes of greater impact was the passage to the rounded container that gave Danone a few years ago; later, it launched new varieties with a brand image that evoked its history and, recently, it has started a campaign coinciding with the centenary of its foundation in which it speaks of the love of parents towards children (Danone was the nickname of Daniel, son of Isaac Carasso, who was the one who started making yogurt in a workshop in Barcelona).
It also highlights the appearance of the doypack, especially for the Horeca channel, because at the moment it does not have great acceptance among the general public. An example is Danone Pro, in a flexible package type doypack with a modular and precise opening.
The emergence of private label brands such as Hacendado de Mercadona, which was clearly established in the market, and of less known brands was a shock to traditional firms. We refer to La Fageda, Pastoret, Ametller Original, Granja Comas, Armengol, La Torre (with a packaging designed by Puigdemont Roca) ... with a totally different branding, new flavors, own productions and an innovative image.
In the case of the Ametller Origin yogurts, Little Buddha created an identity that conveys the real and close relationship of the Ametller family with the land and its commitment to offer the most natural products, from its control of production, with a design grid that allows to identify the brand and ensure a strong graphic consistency, while differentiating each category and each product.
Another example, Pastoret, with a packaging designed by Lateral Branding. In the 125 g yogurts, the plastic was abandoned to use a waxed cardboard tub, with personalized decoration of each flavor through illustrations. For the Caprichos de Yogur, a jar in glass was chosen, which allows to see the different layers of product, with a small book attached around the small jar with a string.
Traditionally, the glass was associated with the most «premium» desserts and especially with La Lechera, a Nestlé brand, which, when it launched its yogurts with jam, renewed its packaging while retaining the glass container that characterizes it - who does not remember the ads in which you could hear the noise of the spoon against the empty glass?.
Finally, a separate chapter deserves liquid yoghurts, whose rise is part of the growing trend of consumption of on-the-go products, in plastic bottles with integral design sleeve.