Nomadic Foods streamlines brand with Clusters relaunch

Nomadic Foods, the UK’s leading chilled yogurt brand in the convenience sector, has announced a significant brand refresh for its best-selling product line.

Formerly known as “Yogurt & Oat Clusters,” the range has been officially renamed Clusters as part of a strategic move to simplify the brand and capitalise on record-breaking growth.

The relaunch comes as Nomadic reports a stellar 2025 performance, with 29.7% value growth — outpacing the wider category’s 7.5% increase.

The decision to rebrand as “Clusters” was driven by consumer research revealing that shoppers had developed various nicknames for the iconic dual-pot format, ranging from “Tipper Dippers” to “Tippy Up Yogurts.” By adopting the simpler name, Nomadic aims to create a more memorable and “ownable” identity for the 27-year-old product format.

“Nearly 30 years on from introducing the format, we thought it about time it got a simpler, more memorable name,” said Jennifer Crew, senior brand manager at Nomadic. “There’s still huge potential for Clusters’ growth and the format’s role to us as a business — as is our mission to make nourishing food truly convenient.”

While the name and packaging have been modernised to offer better shelf standout, the recipe remains unchanged. The refresh is being supported by a four-week marketing campaign titled “New Name, Same Snack.” The campaign will lean into the brand’s heritage and the humorous consumer research that led to the name change, utilising social media video and graphic carousels.

The new visual identity, featuring bolder colours and a cleaner design, will eventually be rolled out across the rest of the Nomadic portfolio to ensure brand consistency across the chiller.

The Clusters range is available in 169g pots with an RRP of £1.65. The line-up includes four core flavours: Strawberry, Double Choc, Chocolate & Honeycomb, and Blackcurrant & Blueberry.

The relaunch follows a busy period of innovation for the Donegal-based company, which recently expanded into the bars category with its Yogurt & Oat Bar and introduced high-protein “Power Pots.”

For convenience retailers, the move is expected to further solidify the brand’s 57% category share and drive high-frequency purchases among on-the-go consumers looking for a substantial, nourishing snack.