Collective Functional Range
- Adriana Motta
- Sep 17, 2024
- 2 min read
The Collective introduced a specialised line of yogurts and cultured dairy products fortified with functional ingredients targeting specific health benefits. The range includes variants focused on immunity, energy, relaxation, and cognitive function, each featuring specific vitamin, mineral, and botanical additions.
Product innovation
The range incorporates scientifically-backed functional ingredients such as adaptogens, nootropics, and specialty vitamins, combined with The Collective's signature live cultures.
The innovation lies in the formulation technology that preserves the efficacy of these sensitive ingredients within the yogurt matrix throughout production and shelf life.
This product range addresses the growing consumer interest in food as medicine and proactive health management. The competitive advantage stems from transforming a daily dairy product into a targeted functional food, offering consumers an easy way to incorporate specific health benefits into their routine.
The range appeals to health-conscious consumers seeking convenient ways to support various aspects of their wellbeing.
Development
The concept was developed by the company through extensive consumer research into emerging trend of health priorities and functional ingredient preferences. The Collective identified key health concerns that could be effectively addressed through cultured dairy products and set their mission to develop formulations that delivered both efficacy and taste.
Trend
This development followed Mintel's 2023 Global Food and Drink Trends report, which identified "Food as Healthcare" as a primary consumer trend, with 65% of consumers expressing interest in foods with functional benefits beyond basic nutrition.
Additional, Kantar Worldpanel data showed a 28% growth in functional dairy products in 2023. And Euromonitor International reported that 70% of global consumers have become more conscious about their immune health since 2020, driving interest in fortified everyday foods.
Launch Details
Launched in the United Kingdom and New Zealand in March 2024.
The products were priced at £2.00-£2.50 for a 450g pot, representing a premium over standard yogurt but competitive within the functional food category.
