Leading PR and digital agency Palm is delighted to be managing a PR campaign for Daioni Organic (www.daioni.co.uk).
The pioneering and sustainable family-owned producer of great-tasting and nutrient-dense Good Dairy products, has secured a national listing with WHSmith Travel Stores, to supply the brand’s delicious range of ready to drink Coffee Drinks.
This development is central to the brand’s strategy to take on incumbent brands in the dairy category by growing sales and expanding distribution. The Coffee Drinks range will be available in 130 WHSmith stores across the UK, including key flagship outlets at airports and train stations, allowing consumers to purchase the brand conveniently and on-the-go which perfectly aligns with the increase of people travelling across the UK as lockdown is easing.
This move is following the brand’s recent packaging refresh, as Daioni Organic is focusing on increasing sales and retailer partnerships to grow its share of the UK’s burgeoning milk-based drinks category, which is worth £221.5 million and grew by 8.4% in the past year.
The full ready to drink Coffee range is available in WHSmith stores and includes:
- Daioni Organic Caffe Latte Coffee Drink (RRP £2.49): a smooth and balanced coffee drink for those who enjoy the combination of creamy milk with mild coffee. Perfect for on-the-go and breakfast.
- Daioni Organic Skinny Latte Coffee Drink (RRP £2.49): offering the same great taste as the original Caffe Latte, but with only 99 calories per serving. It uses skimmed organic milk as a base with less than 1% fat, yet still offering the same creamy mouthfeel. It’s a guilt-free treat for those who are conscious of calories.
- Daioni Organic Double Shot Coffee Drink (RRP £2.49) contains two espresso shots in each serving. It fully showcases the authentic flavours from the single-origin high grown Mexican coffee beans. Strong and bold for Mondays and meetings.
The PR campaign will raise awareness of the Daioni Organic Coffee Drinks range is ready-to-drink which are perfect for an array of occasions, from an early morning kick-starter on the way to work, to enjoy on-the-go post workout or to enjoy after a long flight. It can be enjoyed just as well when in transit, as it can at home, and at any time of day.
The range features no added sugar and is full of full of goodness. Daioni Organic’s milk has a higher-than-average nutritional profile, meaning that it is a source of Omega 3, calcium, iron and protein and vitamin B12. The exclusive use of organic ingredients also means that absolutely no artificial colours, flavourings, preservatives or agricultural chemical traces are found in the products.
Daniel Jones, Head of UK Sales & Marketing at Daioni Organic says: “We are very excited to be partnering with WHSmith and launching our range of organic coffee drinks into their travel stores. With an ever-growing demand from consumers for healthier, sustainable drinks options we are delighted at being given the opportunity to enhance their drinks category at a time where the industry begins to recover, and we can start to celebrate travelling again!
Matthew Raby, Buyer at WHSmith says: “We are thrilled to be working with Daioni Organic and their drinks range. RTD coffee remains a key growth category for us and will continue to be a big part of our strategy in 2021. We felt there was a gap in our drinks fixture for a challenger brand with a healthy, organic and sustainable option and we are pleased that the Daioni Organic range fitted the criteria.”
Throughout 2021, Daioni Organic is celebrating 50 years of Harris family farming, since the Founder, Laurence Harris, started his dairy farming journey. In the last half century, the Harris family have been bold pioneers in the dairy industry, with Laurence recently being award the Idris Davies Memorial Award to commend his outstanding contribution to agriculture in Pembrokeshire, as well as being the first British Organic Milk brand certified to supply China.
Daioni Organic Good Dairy products are available in a number of UK outlets, including WHSmith, Whole Foods Market, Amazon, Co-op Food and Holland & Barrett.
The Daioni website: www.daioni.co.uk
The Daioni Facebook page: @daioniorganic
The Daioni Instagram: @daioniorganic
 The Grocer Magazine Focus On Dairy 2020