Convenience food brand Nomadic has given its biggest-selling Yogurt and Oat Clusters pots a fresh new look and simplified name –‘Clusters’.
The move, taking place just over 27 years since the popular snacking format was introduced, follows the firm’s impressive 29.7% growth in 2025 – in a category that only delivered 7.5% in RSV.
Simplifying the product’s name was key to the process as consumer research showed Nomadic that consumers had multiple, often amusing, names for the pots.
These ranged from “Tippy Up Yogurts” and “Tipper Dippers”, to “Yummy Oat Things” and “The Yogurt with Clusters”.
The revamped style – carried across four Clusters’ flavours – will be rolled out gradually across all Nomadic’s range of convenience foods. It’s the latest initiative from the firm after last Autumn’s launch of its category-establishing Yogurt & Oat Bar.
Clusters’ revamp is being supported by an extensive ad campaign, ‘New Name, Same Snack’, across multiple social media channels. Lasting four weeks, the work features both video and graphic carousels showing some of the most amusing consumer research quotes and findings.
Jennifer Crew, senior brand manager at Nomadic, said: “Nearly 30 years on from introducing the format, we thought it about time it got a simpler, more memorable, name! There’s still huge potential for Clusters’ growth and the format’s role to us as a business – as is our mission to make nourishing food truly convenient.”
Nomadic Clusters, £1.65, 169g pot (Strawberry; Double Choc; Chocolate & Honeycomb; Blackcurrant & Blueberry).
Available in all major cash and carries and wholesalers.
