Created for the moments we all know too well...
If you work in a food-shop, retail or gennerally with FMCG, you probably recognise this situation:
we are in a hurry or just need some quick to-go.
we are standing in front of the impulse shelf.
We are not looking for perfection, just something better than snack, bar and the usual unhealthy choices.
This is exactly why we launched our main brand and addition to the dairy-road family, Daily+®.
We didn’t set out to build a “health brand” with big promises or complicated claims. Daily+ was created because, quite simply; we were tired of seeing the same unhealthy options packed with sugar, E-numbers, useless vitamins or synthetic addings, dominating the places where decisions are made fastest.
Impulse buying isn’t going away, so the products need to change.
Impulse purchases are part of everyday life. That won’t change.
What can change is what people are offered in those moments.
At Dairy Road, we’ve worked with food products and retail long enough to know that consumers don’t suddenly stop being busy, stressed or on the move just because healthier options exist somewhere else in the store.
So instead of trying to change behaviour, we decided to respect it.
we designed Daily+ for:
supermarkets.
convenience stores.
travel retail.
on-the-go moments.
In other words: the exact places where traditional smoothies and shots rarely work.
Why practicality & shelf-stable matters more than people think
One of the most practical choices we made was removing the need for refrigeration. Not because it sounds clever, but because it solves real problems.
With our practical and Shelf-stable innovations we can:
reduce logistical complexity a lot.
lower costs in distribution.
make listings and space easier for retailers.
allow placement outside chilled zones.
For us this is not technical details. It is a strategic decision.
By using gentle, quick heat treatment and real ingredients, we can offer a small smoothie/shot pouch that lasts, without preservatives, without unnecessary additives, and without demanding changes from retailers.
Clean label without overexplaining it.
We believe most consumers don’t want to decode products.
They want to recognise ingredients or buzz-words.
They want transparency.
And they want honesty.
That’s why with Daily+ we keep things simple:
real fruit and ingredients as the base.
short ingredient lists.
no exaggerated functional claims.
- “We’re not trying to convince people to become someone else or to promise effect, because we can't, nobody really can't in food products - we can just be the guide for our consumers.” says Jakob Lukassen, co-founder of Dairy Road.
- “Daily+ is for people who already buy something on impulse, and would prefer that choice to make a bit more sense.”
A small product with a very realistic ambition.
Daily+ is not built to be loud.
It’s built to be used.
We believe the future of better-for-you products in Europe won’t be driven by extremes, but by small improvements that fit into everyday routines.
If you’re working with similar trends, convenience, clean label, simplified supply chains, or healthier impulse categories, Daily+ is our contribution to that conversation.
perhaps not as a final answer.
But as a convenient step in the right direction.
Our believe is that sometimes, that’s more than enough.
For more info, please contact:
- Simon Lukassen, CEO, Co-founder (simon@dairyroad.dk).
- Jakob Lukassen, Co-founder (jakob@dairyroad.dk).