Claudi & Fin: Bringing fresh thinking to the frozen aisle

"Challenger is all about changing people's conceptions and shaking an industry up - making something fun happen again" 

Lucy Woodhouse, Co-founder


The first frozen yoghurt brand designed with the child in mind, and the first frozen yoghurt lolly in market in the UK, Claudi & Fin products are made from 100% natural yoghurt and real fruit and, at a time when the number of children in the UK suffering from rickets is worryingly on the rise, are enriched with vitamin D for healthy bones.

Modern but approachable, they drew inspiration from successful challenger brands such as innocent and Dorset Cereals - brands who not just broke product conventions but the design and packaging codes and conventions of the category as well.

Claudi & Fin got its big break after winning a ‘StartUp Britain’ competition; securing listing in 250 Sainsbury's stores nationwide - that has now been extended to 431 stores and 2015 sees them launch in Ocado, Waitrose and Budgens in the UK and Ireland.

In this short film, The Challenger Project caught up with co-founder Lucy Woodhouse at their new workspace in Dulwich, South London to discover the lessons from their journey with the brand so far.