Yoghurt brand ‘mooves’ into nationwide market

On the same day, July 20, it will also take the next big step in its growth strategy with its products going on sale nationwide.

This is the latest change from the company that began selling in Adelaide about 11 years ago.

Since then, the company has built up its market share through the independent supermarkets and major chains Coles and Woolworths in SA, as well as a limited number of independent supermarkets in Qld.

Managing director Mick Sanders said the rebranding had tied in with a plan to increase its business about 10-fold.

The majority of this growth has come from a new national supply deal with Coles, which will put 10 products from the Moo range on 788 supermarket shelves Australia-wide.

Mr Sanders said the desire to expand interstate had been long-held, and this year they made a concerted effort, using market research to tailor their brand and its new look.

“We’re moving from being a small SA business and this is the next phase,” he said.

About two months ago they got the go-ahead on the deal, leading to a three-month time span to make major changes.

The rebranding was done alongside an investment in infrastructure that has essentially doubled their production space, including the cool room, while also changing their layout to achieve improved efficiencies.

For the past few years, Mr Sanders said the majority of the business had involved producing yoghurt for external companies under other brand names.

This will still remain a core part of their business, but he said this expansion would put an increased emphasis on their own brand.

Mr Sanders estimates the Moo brand will comprise about 70 per cent of the business.

With this boost in output, there is also a corresponding increase in the fresh products sourced.

Mr Sanders said the business will require 35,000 litres of milk each week, sourced from 15 SA dairyfarmers – some of whom he has met.

“It’s important for us to understand where the produce comes from,” he said.

There is also an expansion in staffing numbers.

They have already taken on four new workers, with Mr Sanders estimating that they will eventually have doubled their workforce.

Despite the move interstate, Mr Sanders said the local market remained a vital sales path, with SA high-quality produce a priority.

He said, at heart, the company was still strongly connected to its roots as a family business.

While there has been a lot of focus was on achieving this big step, Mr Sanders is already thinking about what may come next.

“The next few months will be busy but then it will become normal and just what we do,” he said.

“We’ve gone through the process to get an export accreditation license so that does open up other opportunities.”