With this step in the milk market, the company believes the gap between health-conscious individuals and milk enthusiasts within the industry has been filled.
According to Synovate's three-month moving August 2010 market share statistics, Clover is the market leader in fresh milk with a market share of 27.7% for the three-month moving category; the closest competitor is Pick n Pay in the Dealer Own Brand category with 16.4%. Taking Clover's leadership into consideration the company believes it made perfect sense to expand and grow the milk category and stimulate sales. The only low-fat variant available in South Africa is 2% low fat, both for fresh and Ulta-High-Temperature (UHT) milk. With health becoming increasingly important, introducing 1% low fat milk, The One, in a differentiated pack became not only an opportunity, but also an imperative.
Clover's aim was to create a new category for 1% low fat milk, seeing a need to grow the health and lifestyle section of the milk market. Clover's new low-fat milk, The One, has only 1% fat, which is claimed to make it the ideal choice if you want a lower-kilojoule alternative without compromising on the same taste compared to regular 2% low-fat milk. The One, as with other milk, isn't only a calcium source, it's high in protein and vitamin D, B2 & B12.
The One is available in 1l Sealfresh Fresh Milk, 2l Fresh Milk in a square plastic bottle as well as 1l UHT Milk in a plastic bottle. If stored below 5°C the shelf life of the Sealfresh is 14 days and that of the 2l Fresh Milk is 10 days. The shelf life of the UHT is six months, while still unopened and in ambient storage.
(Source: Synovate)
