Just in time for Valentine’s Day, Greek yogurt brand Ehrmann MIXIM is hitting shelves in specially formed containers that aim for the heart.
Each heart-shaped tub of MIXIM yogurt comes with two topping combinations, enabling consumers to come up with their own flavor varieties. The product has been launched in the US at selected retail outlets in California, Arizona, and Nevada.
Chris Solly, Ehrmann USA’s CEO, said the distinctive package shape and multi-compartment configuration entices consumers with a “fresh and exciting” way of enjoying products in the increasingly popular Greek yogurt category.
“Our heart-shaped container with its three separate chambers is the first difference you'll notice,” he said. “Peel back the lid and see that our creamy Greek fat-free yogurt comes with two toppings that can be added a little at a time or all at once.”
Greek yogurt has staged quite an invasion of US retailers; the category has soared from just 1% of the US yogurt market in 2007 to 36% in 2013. With shelves becoming increasingly crowded, there is a great deal of noise to cut through, but Solly said he believes MIXIM is a stand-out example.
“Our MIXIM yogurt delivers all the nutritional benefits of a traditional Greek yogurt, but is a lot more fun, and can be enjoyed in numerous ways," he said.
Ehrmann is capitalizing on the packaging shape and timing of its February promotion by taking over the Queen Mary for Valentine’s Day, turning it pink for one night.
The MAXIM line consists of six flavors, each 150 fat-free calories, with at least 10g of protein, and containing pasteurized Grade A milk and live/active cultures. Flavors include Cherry and Chocolate Curls, Raspberry with Dark and White Chocolate Curls, Mango Pineapple with Coconut and Almonds; Honey with Coconut and Almonds, Strawberries with Granola, and Blackberry Pomegranate with Granola and Dried Fruits.