It is Clover’s mission to reach our broad customer base daily, and to provide our trusting consumers with quality products.

We take great care to develop brands that are easily accessible and relevant to our consumers.

We take this so seriously that it is in fact our vision; to become a leading branded foods and beverages group in South Africa. And to provide accessible nutrition to all.

To achieve this, it is imperative that our brands find means and ways to connect with our consumer base.

Over time, we find our consumers and their behaviours are constantly evolving and changing.

And as a brand we find it incredibly important to be flexible and to adapt to these changes and trends so that we are better able to connect with and build relationships with our consumers going forward.

Clover wishes to inject some excitement and generate talk-ability in and around the fresh milk category with the ultimate aim to make fresh milk relevant again.

Fresh milk is and will always remain close to Clover’s heart, most consumers immediately associate fresh milk and related dairy products to the Clover brand.

Therefore fresh milk is a core product to the Clover corporate brand.

This is why we are so focused on growing our Clover fresh milk.

Why the change to the blue bottles?

This is a question on everyone’s lips at the moment.

The immediate answer to this is: to differentiate ourselves, to stand out, to disrupt the fresh milk category and  to make fresh milk relevant again.

To dive in a little deeper; Clover Fresh Milk is already known to differentiate ourselves within the category through our superior quality testing, long lasting freshness and trusted heritage; it therefore seems fitting to further differentiate ourselves on shelf.

In today’s retail landscape, consumers are at times overwhelmed by the abundance of choices. We see many brands trying to overcome the sameness found on shelf. And as a market leader within our category, we found it our duty refine and re-find our brand to stand out better within these cluttered retail settings.

How we did this was to start with a new strong blue colour coding on shelf as well as the implementation of the new Clover corporate identity.

What you can find on shelf now is our new blue bottles, we opted for blue as it is the Clover corporate brand colour, and since fresh milk is the core of Clover – it makes sense to consistently drive the Clover values and identity through our fresh milk products.  

In addition to the blue bottles, in recent weeks, for the first time in many years, Clover released a refreshed corporate identity which is filtering into trade, starting with Clover fresh milk.

Here, you can expect a modernised logo to keep up with consumer desire for more current and relatable brands. Clover is a trusted brand with a lot of heritage, and we as a business need to constantly adapt to remain relevant.

Clover’s corporate strategy is to establish a culture of exceptional performance and to set a platform for future market expansion. Key to all our activities is the growth of consumption in the segments in which we dominate.

Fresh milk is currently a segment where we lead the category and will be an area where we plan to drive growth and innovation in the near future.

We suggest that you stay tuned and keep an eye out for more exciting activities that we will be implementing within our fresh milk portfolio in upcoming months.