Woolworths Rethinks Milk

Woolworts Milk - 2Australian retailer Woolworths has introduced Private Brand milk that directly addresses the changes that have impacted in milk processing. The new processes omit the use of permeate in milk and provide consumers with milk ‘the way it should be’. The changes have resulted in a restructuring of their Private Brand portfolio, removing the entry tier brand and delivering a new Permeate Free offering under the Woolworths Select mid-tier brand.

The resulting design solution by Marque Brand Consultants fully embraces the passion Australian consumers have for supporting Australian farmers and convey local sourcing by State.

The design strategy was to take the customer back to the farm – the local farm – reassuring them of the purity of the milk. Dairy cows are seen grazing on fresh grass and with a farm’s traditional, old, hand painted wooden signpost loudly calls out the key selling messages of ‘Permeate Free’ and the State of production (NSW, VIC etc).

The category variant colors provide easy navigation on shelf. This area of pack also drives the range’s supporting message: “Farmed Fresh. Australian Milk. Purest Quality”.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.