Introduced in July 2014 as an alternative to Greek yogurt, the product is made from fresh cheese made with organic, cultured skim milk and a touch of cream for a silkier texture and less tart taste.
“Greek yogurt has dominated the yogurt category for some time, and as the leader in organic yogurt, we’re always looking to find what’s next in satisfying consumers’ evolving palates,” says Stonyfield Director of Marketing Sophie Schmitt. “We listened closely to our consumers’ feedback and did some research that showed that while consumers enjoyed the protein and thicker texture in Greek yogurt, not everyone was satisfied. We saw this as an opportunity to come to market with a creamier, milder product that still maintains some of the health benefits of yogurt.”
In February 2014, with its Petite Crème recipe in place, Stonyfield hired Vinizius/Y&R Barcelona to create the label graphics for its 5.3-oz plastic cup that would stand out on shelf and “pull through the French inspiration,” says Schmitt. “We really wanted something for this new product that was a far cry from the typical Stonyfield graphics,” she adds.
Stonyfield also wanted something that was a far cry from the graphics used for the yogurt category in general—typically bright, lightly colored designs. Instead, the label for Petite Crème uses a matte grey background meant to mimic a French bistro chalkboard menu. On the front of the label is the Petite Crème name rendered in a font and twirling flourishes that reference Art Nouveau, an artistic style popular during the 19th century and now associated with European architecture and furniture of that era.
Next to the brand name, a photograph of a spoon, standing upright and holding a dollop of the fresh cheese, is used to signify the thick creaminess of the product. Near the bottom of the label alongside the spoon is an image of fruit that corresponds to the flavor of each variety—there are seven altogether. A colored band at the top of the label also cues variety.
Schmitt relates that labels are made from a clear PET, printed via gravure in six colors, plus two adhesives and one varnish. Polytainers (www.polytainers.com) supplies the cups and applies the shrink-sleeve labels.
Petite Crème is available at retailers nationwide for an average retail cost per cup of $1.89.
