Page 28 - SM Aug-Sep-2014

Retail: New markets When ‘sour milk’ here is perhaps no greaTer indication that frozen yoghurt spells sweet success Thas moved from ‘teen fad’ to mainstream business in south africa than the recent part-acquisition of the industry leading Wakaberry chain by franchise giant Famous Brands. The latter is a dominant player in the market Frozen yoghurt is a phenomenon that took America by storm, moved and has the likes of Tashas, Vovo Telo, on to Europe and has now hit our shores. Also known as ‘froyo’ or Milky Lane, Juicy Lucy, steers and ‘frogurt’, the creamy-tasting frozen dessert is being lapped up by Wimpy under its wing. after just three years in business consumers across the country. Jon Pienaar examines the trend. and with 33 stores across the country, Wakaberry is the fastest-growing frozen dessert brand in the country and plans to open another 10 outlets this year, according to marketing manager, Luise peters, who adds that expansion into other parts of africa is also under consideration. The brand has helped spawn a mini-industry and other operators have now adopted similar practices, such as self-service. The growing number of contenders all draw from a similar creative palette, although Wakaberry claims to be ‘the original’. “i don’t know if Wakaberry was the frst,” says Andy Rice, branding and advertising commentator and analyst, “but it certainly was the frst to do it on a reasonably large stage and the frst to do it – I think – with such professionalism.” rice, who is chairman of specialist The frozen yoghurt sector appears to have moved from brand strategy consultancy Yellowwood, ‘teen fad’ to mainstream business in South Africa says he was introduced to Wakaberry, like many other people, “under rice featured it on his weekly feature pressure from a teenage son”. He was on Johannesburg-based Talk radio 702 The growing immediately impressed with the brand. he gave it his ‘hero’ award. “Firstly, it was intrinsically innovative at professor Michael goldman, number of contenders the time,” he explains, adding: “I hadn’t Strategic Marketing columnist and draw from a similar seen the same physical offering from assistant professor at the University creative palette anyone else. What i saw was a really of san Francisco, as well as an different product, with extremely high adjunct faculty member at the gordon standards of presentation and a very institute of Business science (giBs) strong sense of its own personality. i think in Johannesburg, believes that one is the trend towards healthier food someone had really thought through what of the main reasons for the growth alternatives. “Frozen yoghurt is also kind of tone they wanted to convey, and in popularity of frozen yoghurt within benefting from an uptick in interest in actually delivered accordingly.” When medium- to higher-income segments yoghurt and probiotics,” he says. >> 2626 strategicmarketing August–September 2014 strategicmarketing August–September 2014 August–September strategicmarketing 27