US trend towards smaller ice cream packaging
from the rising cost of ingredients by making its ice cream
packaging smaller.
In the US, Mayfield Dairy will follow an industry trend resulting from the rising cost of ingredients by moving Mayfield "Select" Ice Cream flavours into a slightly smaller package.
Mayfield Select flavours are offered in a two-piece package with a lid and an inner seal. The Select line features flavours such as Moose Tracks, Turtle Tracks and Chocolate Chip Cookie Dough.
"With the price increases we are seeing in cocoa, nuts and dairy ingredients, we are facing a substantial price increase," said Scottie Mayfield, president of Mayfield Dairy. "Instead of raising our price, we have chosen to reduce the package size by 8 ounces."
Mayfield Dairy ice cream line includes the yellow jug, Milk Chug, the two-piece ice cream package and the heavier gauge novelty package. In this case, Mayfield has chosen to follow competitors in downsizing packaging. Breyer's Ice Cream Parlor flavours are in a 56-ounce package, and Edy's downsized their half gallon package last year. Mayfield Dairy is following Breyer's lead by reducing the package size of the more costly, fancy flavours. The package for Mayfield's popular "Classic" line, with such flavours as Vanilla, Chocolate and Neapolitan, will not change.
"Breyer's has chosen to keep their basic line in the traditional size package, and we believe that makes sense," Mayfield said. "We will follow that same strategy and keep our Classic line in a half gallon."
In making this move, Mayfield stressed the importance of being candid about the transition with consumers. "We talked to many Mayfield consumers and they wanted us to be up front with them about the change. That is what we are doing," he said.
Mayfield Dairy Farms offers a full line of milk and ice cream products. Based in Athens, Tennessee, the dairy serves nine Southeastern states. Mayfield is currently the leading brand of milk and ice cream in Atlanta and East Tennessee.In the US, Mayfield Dairy will follow an industry trend resulting from the rising cost of ingredients by moving Mayfield "Select" Ice Cream flavours into a slightly smaller package.
Mayfield Select flavours are offered in a two-piece package with a lid and an inner seal. The Select line features flavours such as Moose Tracks, Turtle Tracks and Chocolate Chip Cookie Dough.
"With the price increases we are seeing in cocoa, nuts and dairy ingredients, we are facing a substantial price increase," said Scottie Mayfield, president of Mayfield Dairy. "Instead of raising our price, we have chosen to reduce the package size by 8 ounces."
Mayfield Dairy ice cream line includes the yellow jug, Milk Chug, the two-piece ice cream package and the heavier gauge novelty package. In this case, Mayfield has chosen to follow competitors in downsizing packaging. Breyer's Ice Cream Parlor flavours are in a 56-ounce package, and Edy's downsized their half gallon package last year. Mayfield Dairy is following Breyer's lead by reducing the package size of the more costly, fancy flavours. The package for Mayfield's popular "Classic" line, with such flavours as Vanilla, Chocolate and Neapolitan, will not change.
"Breyer's has chosen to keep their basic line in the traditional size package, and we believe that makes sense," Mayfield said. "We will follow that same strategy and keep our Classic line in a half gallon."
In making this move, Mayfield stressed the importance of being candid about the transition with consumers. "We talked to many Mayfield consumers and they wanted us to be up front with them about the change. That is what we are doing," he said.
Mayfield Dairy Farms offers a full line of milk and ice cream products. Based in Athens, Tennessee, the dairy serves nine Southeastern states. Mayfield is currently the leading brand of milk and ice cream in Atlanta and East Tennessee.
