FrieslandCampina is the main dairy company in the Netherlands with over 400 products. They market products in all dairy segments and, for the last 20 years, VBAT has developed the major part of their main and proposition brands.
The most successful proposition brand is Optimel; 0% -fat dairy reinvented. Until then, 0%-fat dairy was seen as tasteless and unattractive. A new, innovative yoghurt culture and distinctive packaging range combining clear health attributes and appetite appeal were the basis for success.
Optimel is now a platform for FrieslandCampina in developing weight management propositions and is the major proposition brand in the dairy market.