Yoghurt range updates its look

Bristol-based Reach has rebranded independent West Country dairy Yeo Valley’s main yoghurt range as Ubley, after a village near the company’s Mendips headquarters, to boost its appeal against big-name competitors.

Ubley is expected to complete its distribution to supermarkets this week and, in the absence of ‘heavyweight advertising’, stand-out on shelf is key to its potential success, according to Reach managing director Caroline Hagen.

Yeo Valley customer marketing manager Dan Rusga adds, ‘In Ubley, we have a brand that tells a different story – about production on a smaller scale by real people from a West Country community.’

Reach won the work after an unpaid credentials pitch in September 2001 against undisclosed consultancies.