Dairy as it was. Before we messed with it.

The central opportunity

Premium protein is the wave. Ancient dairy is our board.Win Greek and skyr buyers who want more protein and fewer ingredients.

Working direction

Discover. Desire. Decide.Brand and product must look and taste utterly delicious, so people find it, want it and buy it.

Commercial ambition

One partnership instead of a media budget.Working hypothesis: a single talent partnership that generates revenue without marketing spend. Unproven; see 07.

Market map Not yet supplied

• The segments around us and where we sit. One line each.

Signals — and what they do not prove

• Sized UK goat-yoghurt sales, premium-protein growth rate, and shelf data by retailer.

Competitive set

• St Helen’s Farm · Goat yoghurt · British milk; ‘deliciously different’ · £2.65 / 450g · 5.5g protein / 100g
• M&S / Woodlands · Goat yoghurt · Dorset provenance; smooth, creamy; live cultures · £3 / 450g · Not supplied
• Delamere · Goat yoghurt · Alternative to cow’s yoghurt · Price unverified · Not supplied
• Soignon · Goat skyr · French specialist; high-protein format · Price unverified · 9.1g / 100g
• Meyenberg · Goat yoghurt / kefir · Mild goat dairy; former Redwood Hill range · Price unverified · Not supplied
• Woodlands · Sheep yoghurt · British, organic; gentle / gut language · £3.60 / 450g · Not supplied
• FAGE Total 5% · Cow’s Greek · Thick texture; familiar protein benchmark · £3.75 / 450g · 9g / 100g
• Arla · Cow’s skyr · Fat-free, high-protein benchmark · £2.50 / 450g · 10g / 100g
• Coconut Collaborative · Coconut alternative · Dairy-free indulgence; live cultures · £2.50 / 350g · 1.2g / 100g

SWOT Not yet supplied

• Strengths, weaknesses, opportunities, threats — one line each.

Routes considered

• Broader challenger, premium pricedWin Greek and skyr buyers on eating quality and honest nutrition. Goat is the story, not the reason.

Financial objectives Not yet supplied

Top line, bottom line, growth rate and the period, from the founders. Nothing invented.

Scale illustration — not a forecast

£10m retail ÷ £4 a pot = 2.5m pots a yearBrand revenue is lower after retailer margin. Price, frequency and distribution all remain to be set.

Levers of growth and critical foundations Not yet supplied

• What moves revenue; what must be in place first.

Priority audience

The pleasure optimiserBuys premium yoghurt for taste and protein, will switch for something more delicious with a better story.

Secondary and emerging audiences Not yet supplied

• Hypotheses, marked as such.

Research needed

• 1. Blind taste versus three benchmarks.
• 2. Would they switch, and buy again?
• 3. Does “ancient dairy” land as appetising, not medicinal?

Working positioning

Real, simple, ancient dairy. Goat yoghurt as it was five thousand years ago, made for the way we eat now.

Consumer problem: Modern dairy has been bred, processed and padded. People want protein they can trust and food they enjoy.
Belief: The oldest way of making dairy is still the best. We got it right five thousand years ago.
Reason to believe: Goat’s milk, live cultures, short recipe. Nutrition claims follow the finished recipe and evidence. To validate

Territories considered Not yet supplied

• Lead, test, hold.

Language we can explore

• Ancient
• Original
• Before
• Real dairy
• Simple
• Nothing added

Language that needs evidence

• Easier to digest
• Higher protein
• Better for you

Who made it? · What is it? · Why buy it?

• Who made it? Founder, farm and production story not yet supplied. Needed
• What is it? Premium everyday goat yoghurt. Recipe and format to be confirmed.
• Why buy it? It has to be the most delicious yoghurt on the shelf. That is the bar, and the product must clear it before we claim it. Then: dairy as it was meant to be.

We are · We are not

• We are: Appetising. Ancient. Plain-speaking.
• We are not: Medicinal. Pious. Worthy.

We will always · We will never

• We will always: Lead with appetite. Mark what we don’t yet know.

Discover

Sampling firstPut spoons in mouths: retail sampling, gyms, running clubs, offices. Taste beats claims.

Desire

Food photography that makes people hungryPack, shelf and social share one look: real food, real appetite, no wellness gloss.

Decide

One big partnership, not a media planThe working idea: bring Taylor Swift on board so revenue comes from her audience, not from marketing spend. This is an ambition to test, not a plan: no approach has been made and no terms exist. First step is to define what we could offer and whether an equity-for-endorsement structure is credible. Hypothesis

Mechanics to test

• Multipacks and larger pots for the weekly shop.
• A simple “ancient breakfast” routine: recipes that make the second pot inevitable.

Open questions

• Subscription may or may not suit the business. Decide after retail repeat data. Open

Product

Recipe, format, cultures, nutrition, shelf life. Needed

Supply and production

Goat milk source, seasonality, welfare, capacity. Needed

Economics

Cost of goods, retailer margin, logistics, contribution per pot. Needed

Current

• This strategy (12 September 2026)
• The earlier Goat Yog strategy it replaces
• Supplied desk research on the yoghurt market

Needed Not yet supplied

• Documents to produce, with an owner.

Live

• Google Trends: goat yoghurt, UK and worldwide.

Contact reports

• 12 September 2026 · Perry’s steer — Decisions Name: 5000 BC – Ancient Dairy. Story: return to how things were before humans messed everything up. Niche: premium protein. Look: utterly delicious. Hypothesis Taylor Swift partnership as the route to revenue without marketing spend. Actions Simplify the strategy to this page. Assign owners to the roadmap.
• Earlier · Initial market and opportunity discussion — Date not recorded. Established the decision gate and the “market is yoghurt” organising thought. Retained above.

Open questions Not yet supplied

• What nobody has answered yet.