CHALLENGE

Fresh’n Fruity is one of New Zealand’s most loved and recognisable yoghurt brands – a trusted staple in family fridges for decades. However, the mainstream yoghurt category had begun to decline as new, more exciting and premium offers entered the market. To reinvigorate the brand and reach new audiences, Fonterra identified two key opportunities : to launch a Greek range targeting consumers seeking a creamier, more authentic yoghurt, and an Indulge range designed for those craving a premium, dessert-like experience. The challenge was to evolve the brand’s visual expression to stretch confidently into these new spaces without losing its familiar, approachable personality.

APPROACH

For Greek, we retained the iconic Fresh’n Fruity logo but placed it on a rich, vibrant blue background – instantly signalling a more authentic, flavour-led range with strong shelf presence. The design celebrated freshness, creaminess and appetite appeal while keeping the brand unmistakably Fresh’n Fruity. For Indulge, the creative approach shifted toward a more sensorial, luxurious experience. Thick, creamy textures and a visible layer of fruit were made the heroes of the pack, highlighting decadence and flavour while maintaining connection to the family brand. Together, both ranges expressed two sides of the same brand – approachable yet evolving, familiar yet more sophisticated.

RESULT

The introduction of the Greek and Indulge ranges revitalised Fresh’n Fruity’s presence in the chiller aisle, strengthening its relevance and driving reappraisal among both existing and new consumers. Each range brought freshness and flavour back into a brand long associated with everyday family moments, helping it compete more effectively in a changing category landscape.

KEY TAKEAWAY

Strong brands evolve by understanding how people’s tastes change. By extending Fresh’n Fruity into more indulgent and authentic territory while keeping its playful Kiwi spirit, Fonterra created two new ranges that feel modern, delicious and true to the brand’s heritage.