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Inverview
Why did Mila decide to launch a new yoghurt line? Elisabeth Molling: «The yoghurt market in Italy has not grown to any significant degree overall during recent years. However, the segmentation of the market is becoming increasingly important and opening up new opportunities. Whilst we are seeing the classic full cream yoghurt segment is stagnating, the twin compartment segment is showing a positive trend. Mila has already enjoyed a long and successful presence in the Italian market with a range of twin compartment yoghurts. We are the number two in terms of market leadership. The aim of the re-launch of this yoghurt line is to further increase our market share. In terms of packaging and recipe we had an old product concept that was in urgent need of updating and improvement. By launching the new twin compartment line we have not only enhanced the product but the packaging as well. The intention is to achieve a 360 degree re-launch: recipe, packaging and restyling of our layout with a reworked logo.» For the development and production of the new yoghurt packaging, Mila chose to work with SwissPrimePack AG. What were the key reasons behind this decision? Andreas Mahlknecht: «Mila has a long-standing tradition with the twin compartment pot and this is of strategic importance for us. To this extent when selecting the supplier it was also extremely important for us to be able to put our faith in partners whose work is extremely reliable and who possess the corresponding know-how. This was also the case in particular for the yoghurt pot. After having held intensive discussions on the subject with various suppliers we finally opted to continue working with SwissPrimePack AG. Apart from the economic proportionality, the key factors for us were that the company possessed relevant experience in the two segments of twin compartment pot and IML application, and that it made constructive and active contributions at all times during the various stages of development. The pleasing result of this is that despite a very tight timetable the project was realised without any major problems.» How did the collaboration go with SwissPrimePack AG? Annelies Forer: «The collaboration went smoothly. SwissPrimePack AG was extremely flexible and professional and the company was highly supportive of us in every aspect. However, what we valued most of all was the fact that during the various phases of the project the company was in direct contact with our machine manufacturer and that saved us a certain amount of time. SwissPrimePack AG and the machine manufacturer subsequently found the optimum solution without requiring any intervention on our part.» How has the market responded to the new yoghurt line since it was launched in April this year? Elisabeth Molling: «Our new „Gusto più Gusto” has received a very positive response both from the trade as well as from consumers. Over the next few years we will endeavour to achieve our growth targets, despite the fact that the market leader is not making this particularly easy for us. Since the re-launch of our „Gusto più Gusto” the market leader has changed its pricing policy and is currently taking a very aggressive approach. However, we believe in our product concept and are convinced that over the medium term we will be able to noticeably expand our market share.» |
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