Yeo Valley Organic
Setting a new benchmark for FMCG with a mobile-first loyalty platform
Setting a New Benchmark for FMCG Loyalty
Yeo Valley Organic is the UK’s largest organic dairy brand. Founded in 1994 and family-owned, the Somerset business turns over £200 million and has earned genuine affection from its customers, with many feeling loyal to both the products, and to the brand’s values.
Yeo Valley Organic saw what many brands in the FMCG sector haven’t yet: that a well-designed mobile product, placed directly in a customer’s pocket, changes the nature of the relationship entirely. It creates a new habit loop with every yogurt scanned, every prize drawn, and every discount redeemed. These moments of active engagement can deepen brand affinity in a way that a weekly email simply cannot.
The next step in the ‘Yeokens’ evolution
Running for over a decade, with more than 1.2 million registered users and 400,000 active participants, ‘Yeokens’ was already something rare: a loyalty programme with real community around it. Customers collected points from pack codes, entered prize draws, and genuinely engaged with the brand beyond the shelf.
But the programme’s digital home hadn’t kept pace. It lived on the web, required customers to type out 14-character codes, and couldn’t deliver the frictionless, always-on experience that drives habitual participation. The audience was there, the affection was real, but what was missing was a mobile product to connect the dots.
Building an industry-leading product, together
We took the Yeokens programme from discovery to a live, dual-platform mobile app in under a year, launching in May 2026 on both iOS and Android.
The engagement experience built into the app reflects the richness of what Yeokens offers.
Instant QR scanning
This means no more manual code entry for customers, instead they can just point and scan.
The ‘Dairy Go Round’
A gamified instant-win mechanic to drive return visits and delight customers, making them feel genuinely rewarded.
Monthly prize draws
From Airbnb getaways, kitchen gadgets and more, this is another way to encourage regular brand engagement with customers whilst making them feel rewarded.
Charitable donation options
The app allows users to convert points into real-world impact, allowing customers to give back to causes that matter to them.
In-app vouchers & missions
Exclusive mobile features are unlocked through mission completion, with trackable progress that reward consistent engagement.
Push notifications and a loyalty wallet
Giving users reasons to come back to the app regularly.
From discovery to integration to growth
Apadmi started with an on-site discovery phase, working alongside the Yeo Valley team on product vision, user journeys and technical architecture. Getting this right at the outset was the foundation for everything that followed — it allowed us to move fast in delivery without losing coherence in the product.
Building a loyalty ecosystem of this scope required orchestrating six technology partners into a single coherent experience: Antavo (loyalty engine), Bloomreach (personalisation and CRM), Contentful (content management), Stych (authentication), Kyan and Zappit. Each of these is a capable platform in its own right; the craft is in making them invisible to the end user, who simply experiences a fluid, responsive app.
Technical delivery is only half the picture. Our product marketing team owned the full App Store launch strategy, created all supporting assets and will be running App Store Optimisation for six months post-launch. This involved monitoring keyword performance, iterating on store creative, and supporting organic discovery.
Results
The app launched with an immediate 4.5* rating on the App Store. Early reviews highlight exactly what we were aiming for; customers describing it as ‘so much easier’, noting their kids love scanning lids, and saying it’s transformed how they interact with a programme that they already loved.
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1.2M
registered users
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400K+
active loyalty participants
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4.5*
App Store rating
Putting loyalty in customers’ pockets
Many FMCG loyalty programmes live on websites built for desktop, driven by email reminders, and dependent on customers choosing to log in. The result is low engagement, leaky retention and a missed opportunity to build the kind of daily relationship with shoppers that turns buyers into advocates.
But the Yeokens app has given Yeo Valley something that most FMCG brands don’t have: a direct, owned channel to their most engaged customers, sitting on their home screen.
The immediate effects are tangible. Participation barriers have fallen sharply — QR scanning replaces manual code entry, and push notifications prompt engagement at the moments that matter. Features like in-store vouchers are exclusive to the app, giving users a genuine reason to make it part of their shopping routine rather than an afterthought.
But the longer-term value is the relationship. Every interaction in the app from scans to spins and redeemed rewards; each is a data point that Yeo Valley can use to personalise future engagement, understand what drives their community, and deepen the loyalty of the customers who matter most. That kind of first-party relationship with 400,000+ active participants is genuinely difficult to replicate through any other channel.
Crucially, in a sector where mobile loyalty is still rare, YeoValley has established a position that will only strengthen as the product and proposition matures and the habit compounds.
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