DUGG is a new series of frozen yoghurt and fruit sorbets.
In the last couple of years we have seen a considerable amount of frozen yoghurt-stores popping up in the Norwegian market. As one of the largest suppliers of various types of ice cream in the retail- and supermarket, Hennig-Olsen Is saw a potential in adding frozen yoghurt to their product portfolio.
Based on new insights and various focus group testing, the new concept DUGG was created with the purpose to meet the needs of people who enjoy their everyday ice cream, but who also care for their health.
Over the last couple of years, consumers have been exposed to various versions of “Yoghurt-ice cream” actually containing less yoghurt than cream. It was therefore important to position DUGG as a product made of natural ingredients and something consumers can enjoy more often as it was made of very little fat. Furthermore, it was vital to separate DUGG from the saturated Hennig-Olsen Is brand, and to make sure DUGG stood out in the crowded ice cream fridges, packed with ice cream desert brands.
Frozen Yoghurt-stores are associated with easygoing freshness. We wanted to bring some of this into the supermarket fridges. The DUGG-logo and identity was developed and introduced as a separate brand in order to create its own connotations in the consumer-mindset. In addition, it was equally important to secure the link to the mother brand in order to maintain the connection to Hennig-Olsen Is, the supplier that the market already knew.
We focused on making the different tastes heroes. The background image illustrated a taste explosion from the ingredients that were mixed with yoghurt and sorbet. The ingredients were placed in the front to make sure the consumers choose their favorite.
A promising series of low fat Frozen Yoghurts and yummy Fruit Sorbets that can be mixed, or eaten as they are.
Photographer: Håvard Schei