After an intensive screening process and pitch presentation, the fresh five* premiumfood company, based in Heilbronn, Germany, has appointed Hamburg agency, TRACK as its lead media agency. The food producer specializes in the product development, manufacture, and distribution of premium, certified organic frozen yogurt and ice cream products. TRACK’s main tasks will first of all be to position the brand, to address and achieve a closer dialog with the target audience – and to develop a communication concept for the kissyo brand. The revamped brand image should be ready in time for the 2017 Anuga Food Fair in Cologne, Germany in October.
fresh five* premiumfood was founded at the beginning of 2011 by Lutz Haufe. In early 2017, Q Capital Ventures Group came on board as strategic investor and undertook a significant restructuring of the kissyo brand and its formats. The frozen yogurt products were launched at the beginning of 2014 and up to now have been available from food retailers and out-of-home outlets in certain regions of Germany and Austria.
kissyo is organic frozen yogurt with high yogurt content (up to 77%). Its certified organic quality, low fat, and natural ingredients (no artificial flavors or additives) complete the mix. The products appeal to food-conscious consumers, especially women, who are looking for a light alternative to conventional ice cream products. You can currently find several fruit variations such as Mango Passion Fruit, Raspberry, and Strawberry Vanilla – as well as frozen yogurt on a stick on the shelves next to the tubs of kissyo classic natural yogurt.
The aim of the collaboration with TRACK is to raise awareness of the kissyo brand
and strengthen its position on the market. The international frozen yogurt market is growing, and Europe is (currently) the largest market for yogurt consumption.
“On one hand, the frozen yogurt market is a considerable growth area, while on the other, it is extremely competitive due to the numerous alternatives and substitute products available. This makes it all the more important to develop carefully considered strategic market positioning and marketing communications. We are delighted to be assisting fresh five* premiumfood with their expansion plans. kissyo frozen yogurt is a great product and compellingly captures the spirt of the healthy nutrition trend,” commented Sandra Wacker, Strategy & Consulting Director at TRACK.
“kissyo combines all the characteristics of a delicious frozen yogurt with the benefits and nutritional value of a high-quality organic product that you can enjoy without regret. Communicating this message is one of the goals we have established with TRACK. The agency has impressed us with its track record in brand management as well as its expertise in marketing communications,” explained Lutz Haufe, Managing Director of fresh five* premiumfood.