NAfter an extensive strategic reflection that took more than a year and cost millions of dollars, Agropur Cooperative is repositioning its Natrel milk brand with a focus on cutting-edge packaging and a multiplatform strategy.
British Columbia and Atlantic Provinces consumers are now discovering a new premium brand image that is, more than ever, innovative, diverse and inspired by nature, expressing the qualities we can taste in everything Natrel does.
"Natrel's new image conveys a solid business vision based on innovation and the latest trends in product design," said Caroline Losson, Vice President of Marketing at Agropur's Division Natrel. "We are very satisfied with the result: distinctive packaging that is tougher than ever and highly functional for the consumer. Today, the Natrel brand fully reflects the quality of its products that are enjoying a strongly positive consumer response."
Innovative packaging
Along with Natrel's new brand image, a new packaging system that will serve as an industry model for milk conservation and taste preservation is also being introduced:
The sturdy new packaging has an ultrathin plastic lining that keeps it hermetically sealed and protects the edges, keeping the milk tasting fresh longer.
Milk sold in bags is packaged in a new, more air-tight plastic film that preserves the milk's quality and full flavour.
Brand image projects naturalness
The new brand image clearly reflects Natrel's roots in the word "natural": strikingly original graphic design and lifelike photos with a black background that suggests a Holstein cow's markings. The packaging makes the type of milk easier to identify, the fat content more visible and the Natrel brand more recognizable.
The colour coding for fat content is unchanged: consumers will still find the familiar light blue for skim, purple for 1%, darker blue for 2% and red for 3.25% milk. Natrel is also keeping orange for lactose-free milk, green for organic, turquoise for calcium and burgundy for omega-3 milk.
"We believe that this comprehensive rebranding, backed by sustained point-of-sale promotional support, will help differentiate Natrel from the competition and build on its strong leadership position in the Canadian dairy industry," said Losson.
