Shaken Udder rebrands to dial up premium taste credentials

Premium milkshake brand, Shaken Udder, has undertaken a new packaging design to evolve and strengthen its branding and enhance its premium taste credentials, while celebrating its festival heritage.

Shaken Udder worked with big fish brand consultancy to develop a new packaging design that reflects the “superior taste and premium nature” of the milkshake range. All flavours, including dairy-free, will appear in stores in the new packaging this month.

Senior brand manager, Paras Arora said after 10 years of the same packaging during a period of phenomenal growth, it was time to evolve our branding and take it to the next level.

“We hope our new imagery resonates with our loyal customers while emphasising Shaken Udder’s key values of exceptional quality and taste. This is the first of many exciting changes for Shaken Udder this year, which we can’t wait to share with you,” Arora said.

Shaken Udder has seen incredible growth since first launching in 2004. It is now worth £23.6m with double digit growth of +19% year on year (source: Nielsen IQ | total coverage | 52 w/e 17/12/22 | £23.6m value sales). The brand has recently secured a minority investment from leading private equity firm LDC to support the next stage of its growth journey.

The new design reflects its superior quality, with a colour palette of gold (including gold caps) and soft pastels. Shaken Udder’s taste credentials are communicated through hand-drawn images of the real ingredients and “made with” cues.

The hierarchy of messaging includes a bigger focus on the brand name itself and clarity around the product type by emphasising the word ‘milkshake’. Shaken Udder‘s infamous cow remains on the branding as it is such a recognisable asset.

Although Shaken Udder is a relatively young brand, it has a rich heritage having originally launched at UK festivals, where founders Andy and Jodie Howie would sample and sell fresh shakes from a stand. This vibrant history is celebrated in the branding with the banners and the crest a nod to the festivals where their story began.

Consumer concept testing on the new packaging design has been extremely encouraging with 78% of respondents agreeing that the new design looks more premium than the current one and 72% agreeing that the new design looks tastier than the current one (source: consumer research, March 2022).

Founder, Jodie Howie said the rebrand reflects how far Shaken Udder has come in the last 18 years. As founders, we are so proud of our delicious milkshakes, our team, our history and our wonderful retail partners. The new packaging design showcases our biggest selling point which is the incredible taste of our shakes. We can’t wait for the next chapter.”

Rob Nielsen, creative director of brand consultancy big fish said Shaken Udder set out to show just how good milkshakes can – and should – be.

“They offer consumers delicious, natural, creamy milkshakes for a fresh, enjoyable experience. We needed to evolve the branding and the design to make the name more prominent and improve taste, flavour and quality cues without alienating existing consumers…. The end result is a bold, distinctive design with strong branding and cues that fully reflect a natural, tasty, fun and above all premium product.”

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