18th February 2021 Dairy brand Daioni Organic is launching a packaging refresh and introducing biodegradable paper straws as part of its strategy to take on incumbent brands in the category by growing sales and expanding distribution. The refresh across the brand’s packaging, point of sale materials, website, merchandise and social media channels aims to increase consumer and retailer engagement by communicating the “compelling taste, wellbeing, sustainability, farm-to-fridge and ethical offering at the heart of the brand”. Daioni Organic’s products are claimed to have a higher-than-average nutritional profile compared to conventional milk. Increased sales and retailer partnerships is central to the business’ strategy to grow its share of the UK’s burgeoning milk-based drinks category, which is worth £221.5m and grew by 8.4% in the past year. The business is also seeking to tap into accelerated demand from UK consumers for organic food and drink products.