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Yeo Valley Organic
At Yeo Valley Organic, expanding beyond dairy into the competitive beef category wasn’t just a business decision – it was a strategic journey where consumer insight proved key, transforming market validation into retail success.
“Vypr has allowed us to become more agile as a business and more consumer-led than ever. It’s been a cost-effective way of proving and testing hypotheses in real-time.”
About Yeo Valley
Yeo Valley Organic is a proudly British, family-owned food brand based in Somerset. For over 30 years, they’ve produced award-winning organic dairy products, committed to better animal welfare, soil health, and biodiversity.
With an ambition to evolve into a broader food brand, Yeo Valley recently expanded beyond dairy, first into soups, and now, into beef.
The Challenges
Expanding into a well-established and price-sensitive category like beef came with several hurdles. Yeo Valley needed to:
- Understand how consumers would respond to the brand stretching beyond dairy
- Identify which values and claims mattered most to shoppers when buying beef
- Justify a slightly premium price point in a cost-conscious category
- Confidently present their new proposition to Tesco with robust data
Internally, Yeo Valley also wanted to shift from relying on intuition to making faster, insight-led decisions.
How Vypr Helped
Vypr enabled Yeo Valley to validate key elements of their beef range quickly and cost-effectively, including:
Front-of-pack messaging
Testing claims like “free range” vs. “grass-fed” to find what resonated most with consumers
Price positioning
Gauging price sensitivity and confirming consumer willingness to pay a premium
Category stretch
Understanding consumer perceptions of the Yeo Valley brand moving into beef
Retail conversations
Providing Tesco with credible, consumer-backed insights on messaging and pricing
Vypr’s rapid testing allowed Yeo Valley to move quickly while staying grounded in real consumer sentiment.
Successful Outcomes
With Vypr’s support, Yeo Valley:
- Led with stronger, more relevant messaging, pivoting from “grass-fed” to “free range” based on consumer feedback
- Gained confidence in their pricing strategy and justified it to Tesco using tested insights
- Strengthened their retailer pitch with robust consumer data, helping Tesco see the due diligence behind the launch
- Embedded more agile, consumer-led decision-making into their NPD process
Want to go deeper on regenerative farming?
Yeo Valley Organic is leading the way, but most shoppers are still in the dark about what regenerative farming means.
Our upcoming report reveals the awareness gaps, the price barriers, and the biggest opportunities for brands to break through.
Want the full picture? Pre-register now for exclusive early access to the insights before they go public.”
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