Pyott shakes up the market

Midlands Co-op Retail has taken a bold step forward in psychedelic product design with the launch of a new range of milk drinks, called Udda Judda.

Created by Surrey design group Pyott Design Consultants, the four-strong range is aimed at the youth market and goes on shelf next week. Udda Judda will be available in strawberry, chocolate, banana and white chocolate.

Pyott new business and marketing manager Nadia Kokni says the packaging and name ‘convey the attractiveness of milk. The packaging has been designed to give the product range its own personal identity, while the strong use of image and colour ensure that Udda Judda will be noticed on the shelves alongside competing products,’ she says.

According to Midlands Co-op Retail marketing manager for dairy produce Louise Wisdom: ‘Research groups found that there is no particular flavoured milk brand that has great brand awareness. They said the packaging was boring, so we wanted to “evolutionise” this area by adding a bit of fun, colour and life into the packaging, which has really been achieved.’

Design: Pyott Design Consultants

Middleweight designers: Martin Bacon and Greg Coley

Client: Midlands Co-op Retail