Soya milk brand expands into cafe culture

Following the successful introduction of its Healthy Start last year, Soya Health Foods has revamped its core Sunrise soya milk range, one of the UK's longest established soya milk brands.

The company has also developed 'Cafe Expert' - a new non-curdle soya for the foodservice market - as a non-dairy alternative to milk.

The new products have already gained listings with major distributors prior to their official launch at the Food and Drink Expo in April.

New packaging for the range has been created by brand design experts Touchpoint, who also created the brand identity for Healthy Start last year.

Sunrise soya milk was first launched in the UK 24 years ago.

Its brand owners hope that the new look will further boost sales in this fast-growing market.

Robin Gleave, marketing director at Soya Health Foods, said: "The demand for soya has been accelerating for a number of years now.

"Much of this growth is driven by the health and well-being benefits associated with soya milk, in particular its approved health claim to lower cholesterol.

"While giving our long-standing Sunrise brand a much-needed facelift to help further boost sales in this expanding market, we were keen to build on the product's brand heritage.

"Sunrise is recognised as the leading independent brand of high-quality soya milk.

"We only use non-GMO organic soya beans, which have been gently treated to extract the natural proteins in the beans utilising a unique patented technology to produce a more natural tasting end product.

"It is therefore vitally important that customers still recognise the brand on shelf".

Howard Wright, creative director at Touchpoint, said: "The packaging design focuses on the low-fat and cholesterol-lowering benefits that come from soya - the two key drivers in consumer purchase according to research.

"The brand is designed to appeal to health-conscious, brand-aware, educated shoppers and to really stand out on shelf, so it can compete in the limited shelf space given to specialist products".

Soya Health Foods, part of the Soya Group, has been producing soya milk under the Sunrise brand since 1984.

It has established a widespread distribution network across the UK, with product available in independent retailers, cash and carry outlets, wholesale distributors, food service operators and via doorstep delivery.

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