What is the story about?
What's Happening?
Kerry Dairy Consumer Foods has decided to discontinue its hybrid oat-dairy product line, Smug, which was launched in the UK last year. The company plans to focus on a new range of dairy snack products set to launch next year. The Smug range, which combined oats with traditional dairy, included cheeses, butters, and an alternative milk. Despite initial success, the company found it challenging to disrupt established categories like milk and butter. The new product line will emphasize taste, playful branding, and nutritional benefits, targeting the growing demand for protein snacks.
Why It's Important?
Kerry Dairy's strategic shift highlights the challenges companies face in innovating within traditional food categories. The decision to discontinue the hybrid range reflects the difficulty of altering consumer habits in established markets. By focusing on dairy snacks, Kerry aims to capitalize on the increasing consumer interest in protein-rich and portion-controlled snacks. This move could influence other companies in the food industry to reassess their product offerings and align with evolving consumer preferences, particularly in the health and wellness sector.
What's Next?
Kerry Dairy plans to launch its new dairy snack range in January, aiming to capture a share of the protein snacking market. The company will likely focus on marketing the new products' taste and nutritional benefits to attract health-conscious consumers. The success of this new line could encourage further innovation in the dairy industry, as companies seek to meet changing consumer demands. Stakeholders will be watching closely to see how the market responds to Kerry's new offerings.
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