Santa Barbara, California-based ProYo, which recently rebranded its high-protein, low-fat treats as Swell Ice Cream, will showcase the range in new packaging at the March 8-10 Natural Products Expo West in Anaheim.
After conducting an in-depth consumer study, the company learned two things were keeping it from connecting to frequent category shoppers, including the ProYo moniker and packaging. Some consumers were confused by the name ProYo, wondering if it was ice cream, frozen yogurt or a novelty. Others felt that the bold, black packaging, and oversized protein callout on the front of the container resonated predominantly with men.
Company founder Nathan Carey, taking note that 14- to 16-ounce better-for-you ice cream segment has grown by more than 25% in sales volume in the United States during the past year, concluded that the time had come to optimize its name and packaging to better stand out in the frozen food aisles of supermarkets and other retail stores.
The new package features a premium oceanic blue look designed to stand out on the shelf next to the competition with key points of differentiation like clean ingredients, high protein, lower sugar and 120-calories per serving noted on the front of the container and displayed in a way that will resonate with both female and male buyers. Additionally, each flavor is communicated with a photographed, single scoop and color-blocked, front-of-pack flavor names and lids.
Formulation and Flavors
The ingredients and formulations of the ice creams will not change. Swell Ice Cream is not only low in fat (2.5 grams or less per half-cup serving), it also delivers 10 grams of protein per 120-calorie serving (35 grams of protein per 14-ounce container). As an added bonus, all Swell Ice Creams are also soy free, certified gluten free, certified OU-D Kosher and Low Glycemic.
With the rebrand, the company is also launching two new flavors that meet consumer demands for higher levels of inclusions: Chocolate Chip Cookie Batter and Cookies ’n Cream. Only one flavor will be discontinued: Blueberry Pomegranate.
The new flavors and packaging will start to hit shelves across North America in late May. All flavors of Swell Ice Cream will come in 14-ounce containers offering 3.5 servings, and be offered at a suggested retail price of $4.99. Visitors attending the Natural Products Expo West can sample them at Booth #5694 in Hall E.
