List of access keys Homepage Site Map Search ContactUs Skip to main content

EasiYo spreads its love of yoghurt to Europe

By Matt Philp

How do you say “I love yoghurt” in Italian? You can be sure that Paul O’Brien has the phrase down pat. O’Brien heads EasiYo, the Albany-based “own-made” yoghurt brand that late last year made its first foray into exporting to Continental Europe, after achieving success in Australia, the United States and the United Kingdom.

An example of EasiYo's package used in Europe

Italy is first on the map, but there are plans to conquer Spain, Germany and France as soon as enough Italians are happily using the EasiYo system, with its freeze dried cultures and “world’s best” Westland milk powder.

So far the news is all good. After a slowish start, home shopping channel QVC, which EasiYo is using to establish a beachhead in Italy, has just ordered a new shipment.

“There was a fairly nervous period where we just had to sit on our hands and wait,” concedes O’Brien, who says he had to overcome a few reservations among the EasiYo board to get the okay to chase the new market.

But while the recent re-order is relatively small, it’s a very positive sign. “The best thing is that you get an exponential effect once you get that second order.”

EasiYo has ignored the prevailing sentiment that holds that recession-hit Europe is closed for business. O’Brien says that a failed tilt at the German market when the company was under previous ownership was probably more of a concern than the current economic circumstances on the Continent.

“We’re a premium brand, and when you are premium and niche then you’re really only looking at that half-a-million to a million consumers who have disposable income and who want the best for themselves and their families. Despite economic meltdowns, people still buy Rolexes, right?”

Nevertheless, the company limited its risk by thinking beyond Italy when re-designing its product for the new market. As well as Italian, for example, the packaging is in English and three other European languages.

O’Brien says it was also helpful that QVC, which has promoted EasiYo in the United Kingdom for several years, launched in Italy at the same time, meaning there was something of a ‘piggyback’ effect. “They had to sell themselves, too, and they did a lot of promotions and trailers.”