DAIONI WELSH ORGANIC MILK HAS NEW PACKAGING

November 30th, 2009

DaioniDaioni the popular Welsh organic flavoured milk drink today (November 30th) revealed its new look, emphasising its natural qualities and post-exercise re-energising properties.

Organic, low in sugar and fat and free from preservatives and artificial colours, Daioni is a healthy and nutritional alternative to fizzy drinks, and is available in 250 ml cartons in three tasty flavours – Chocolate, Strawberry, and Banana.

The new branding was officially launched today at the Royal Welsh Winter Fair in Builth Wells, Powys by Rural Affairs Minister, Elin Jones.

Made in Pembrokeshire by family run enterprise Trioni Ltd, the Daioni (which is Welsh for ‘goodness’) range has become popular with consumers of all ages.

Says the company’s managing director and farmer, Laurence Harris, “We are delighted with Daioni’s new look. It is fresh, appealing and encapsulates the natural qualities, flavour and simplicity of the drinks.”

When it came to looking for inspiration for the re-branding, the answer was very close to home – in fact in the fields around Ffosyficer Farm, where the Harris family has farmed for 70 years.  Says Laurence

“Consumers are increasingly looking for quality, natural products with proven provenance – and Daioni certainly fits that bill.  “We wanted a brand image which would convey all Daioni’s attributes as a natural, wholesome, refreshing, flavoursome, organic drink, while making the products stand out on supermarket shelves.”

Design company, BrandMe were charged with creating Daioni’s new look.

Elsa Tye, BrandMe Client Services Director says

“We spent a very enjoyable couple of days at the farm in Abercych, getting to know the Daioni team and the products. In this idyllic setting we learnt that Daioni is not only delicious and ethically produced, but is also more replenishing than water, so it’s a great pick me up at any time of the day. The new design aims to convey the values, benefits and personality of Daioni in an engaging way that will appeal to anyone who wants to put a spring back in their step.”

Daioni is already a favourite with many sports people, and there has been much research recently into milk as a recovery and re-hydration aid for athletes, with a growing body of evidence suggesting milk may be just as effective in these areas as some commercial sports drinks.

Since its launch in 2003 Daioni has won a number of awards – including True Taste Wales Food & Drink Awards, and was named best children’s drink in the Excellence in Food Awards run by The Caterer and Hotelkeeper magazine.

Daioni’s fans are diverse from sporting bodies such as the Welsh Rugby Union, Chelsea, West Ham and Tottenham Hotspur football clubs to young adults, children, and parents looking for a nutritious drink for their offspring’s lunch boxes.

Widely available across the UK, Daioni can also be found abroad, in countries such as Greece, Malta, Cyprus and Australia. Holland, Spain, Poland,Singapore and soon in Hong Kong and France

The new branding will be rolled out over the coming months across all of Daioni’s product range, their website and other key company material.

Daioni Banana – 167 cals, 4g fat per 250ml
Daioni Chocolate – 179 cals, 4.5g fat per 250ml
Daioni Strawberry – 165 cals 4g fat per 250ml

A family-run business, Trioni Ltd was formed in 2002, and a year later launched Daioni, the first range of organic flavoured milk drinks in Britain.

The company has seen a £1.5 million turn over since 2002/2003, adding value to nearly 2 million litres of organic Welsh milk.

The business comprises of some 2,000 acres with around 20 staff employed on farm and in production.

ADDITIONAL PRODUCTS

Fresh organic Daioni whole, semi-skimmed and skimmed milk is available in
2 litre, 1 litre and 500ml polybottles.

Fresh Welsh organic Double Cream

AWARDS

2005 True Taste of Wales
Taste of Wales award for efforts in the public sector procurement sector. supplying schools, hospitals, leisure centres etc.

2006 Milk Development Council Award
For Innovation in the Dairy Sector.

2007 NFU National Farming Awards Regional Food Producer of the Year

2007 Runner up BBC Radio 4 Farmer of the Year

2007 Guild of Fine Food Retailers ‘Great Taste Gold Award’
For Daioni Strawberry Flavoured Organic Milk Drink

2007 Winner in the ‘Caterer and Hotel Keeper’
‘Excellence in Food and Drink Awards’ kids drink category with Daioni Chocolate Flavoured Organic Milk.