Mona

Dairy is one of the most dynamic product segments in the supermarket with a high turnover rate and high innovation pressure. Retailers and large dairy producers compete with constantly changing dairy propositions in all sorts of sub-segments as they respond to food trends. Mona decided to cluster their products to improve their recognition amongst consumers; clear segments under a clear brand identity. A limited number of clusters give focus to R&D and offer clear promises. 'Boordevol', as the segment name, encompasses a series of real indulgence products such as curds, full fruit yoghurt, fruit shakes and yoghurt ice cream.