In a major new launch, Valio put its development and marketing expertise to good use identifying and filling a highly competitive niche. Elli Siltala talks taste with a timely reminder about the importance of expert R&D and truly effective marketing.

Valio OLO™ digestion yoghurt is the best tasting yoghurt we’ve ever made! And that’s given us a head start in the market for yoghurts that help your stomach work better and speed digestion.
Elli Siltala is Product Group Manager, Fresh Dairy snacks, and responsible for Valio’s Fresh Product exports.

Valio is Finland's number one yoghurt producer with an immense portfolio including the undisputed brand leader Valiojogurtti®. The national yoghurt market has shown itself to be recession proof and products designed to aid digestion are proving particularly popular.

Stomach friendly yoghurts from abroad have precipitated growth across the sector, but pent up demand for a local precision product made from fresh Finnish milk is now being met by Valio OLO™ digestion yoghurt.

Tasting good, feeling great

Consumers wanted a tastier solution that makes aiding your digestion a pleasure rather than a chore. Valio OLO™ digestion yoghurt is now available in even the smallest stores throughout Finland. It's the value added product with a thick and creamy texture that's creating new occasions for yoghurt consumption as part of a meal, a dessert and a snack product.

We're looking to make Valio OLO™ digestion yoghurt Finland's number two yoghurt brand, second only to but not cannibalising Valiojogurtti®. And in the process to grow the yoghurt category as a whole, and ramp up the digestion class in particular.

Digestion matters

Bloating, constipation and flatulence are the irritating symptoms of a poorly functioning stomach and digestive trac

t that diminish our quality of life, impacting people's everyday experience every day, especially given our hectic lifestyle where we often don't have the time to eat properly. As many as 80% of adults in Finland say they experience digestion problems.

The taste and effect you want from ingredients you trust

With GOS and polydextrose fibres actively aiding digestion, Valio OLO™ digestion yoghurts also contain Valio's patented LGG® Extra multispecies probiotic combination plus added vitamin D.

High fibre Valio OLO™ digestion yoghurt is an easy and tasty way to add fibre to your daily diet and just one cup (125g) provides a fifth of the recommended daily intake. The health effect is endorsed with a money back guarantee if you're not happy with the outcome after the first 14 days.
Valio OLO™ digestion yoghurts are the perfect solution if you suffer from e.g. slow transition. Great taste and texture mean more motivation to add this special yoghurt to your daily diet, as it promotes a good feeling, too.

Getting the message

Our marketing communications for the new product focused on clear and unambiguous design and presentation. The initial launch included six flavours to help encourage consumers to try the new yoghurt. We needed to make people aware that there's a new brand on the shelves. TV was selected as the main launch media, combined with print, radio, outdoor and Internet impact; plus social media where Valio is seen as the forerunner in Finland.

Sharing success

Valio's success in leveraging our new product development and marketing expertise to gain a significant foothold in the fast-growing and highly compet

itive digestion yoghurt market is just one example of the value added that Valio delivers to its licensing partners. If this kind of collaboration supports your business model, too, then why not get in touch and let's talk!

If you need more information on licensing opportunities for LGG® Extra, please contact Export Manager
Henrik Yli-Seppälä,
henrik.yliseppala@valio.fi

Leader of the pack
In their distinctive blue livery, truly tasty Valio OLO™ digestion yoghurts are low in lactose with a regular fat content, and the six delicious flavours sweetened with sugar are full of fruit, fresh Finnish milk, and ideal for the whole family as a healthy snack, dessert or evening treat.