Village Dairy Achieves 38% Growth in Sales Amidst Strong Tesco Partnership

Village Dairy, a Welsh yogurt producer renowned for the Llaeth Y Llan brand, has reported a 38% increase in retail sales value over the past year. This growth is attributed to the successful launch of its protein and kefir ranges, which have gained popularity among Welsh consumers. Alongside sales value, the company also experienced a 29% rise in sales volume.

The company has been actively engaging in promotional strategies, including participation in Tesco’s “Deliciously Welsh” in-store features. This has helped strengthen its market presence and appeal. The business, owned by the Roberts family since 1985, has maintained a strong partnership with Tesco since 2008, focusing on quality and shared values.

To support its growth trajectory, Village Dairy is investing in the expansion of its production facility at the Tal Y Bryn Farm site. This development aims to increase production capacity and offer flexibility for future product range expansion, catering to anticipated demand.

Currently, the new kefir and protein products are available exclusively in Welsh Tesco stores. However, starting May, the standard range will also be available in Tesco border stores, broadening the brand's customer reach.

Owain Roberts, Village Dairy Director, expressed pride in supplying Tesco with Welsh yogurt, emphasizing the importance of their ongoing partnership. Nathan Edwards, a Tesco Wales buyer, highlighted the strong performance of Village Dairy's products and the alignment of their commitment to quality and Welsh sourcing with consumer preferences.

The success of Village Dairy underscores the rising demand for high-quality, locally produced dairy products and the strength of Welsh food producers in the retail sector.