Yeo Valley Organic is the UK’s largest organic brand, offering a wide range of products—from dairy to soups—across national retailers. The brand is deeply rooted in community values and sustainability, operating with over 100 organic dairy farmers across the UK. Their loyalty program, called “Yeokens”, plays a significant role in engaging customers and bringing the brand to life beyond supermarket shelves.
With the help of Antavo AI Loyalty Cloud, Yeokens have been revamped, unlocking even more possibilities for community building. Since the 2022 revamp, Yeokens has seen a remarkable uplift across its most important metrics. The program now drives stronger engagement (like a 51% increase in redemption behavior), more frequent participation (311,716 challenges completed, since their introduction in Q3 2024), and higher customer value (active loyalty members buy 2X as much as regular customers), all while maintaining Yeo Valley Organic’s core mission of fun and community.
Download our in-depth Yeo Valley Organic case study, and get the exact formula for gamification excellence driving valuable KPIs.
The Challenge and The Solution
FMCG is fast and unforgiving, and Yeo Valley Organic faced the same challenges as many retailer-sold brands: shifting shopper habits, price sensitivity, and almost no direct access to customer data. With no e-commerce, no branded stores, and no POS receipts, the team needed a way to gather insights, tell product stories, and keep customers engaged between purchases, all without relying on expensive advertising.
That’s why Yeokens was redesigned with Antavo: a community-focused loyalty program that turns on-pack codes into valuable data, uses gamification to drive ongoing participation, and expresses the brand’s core values of fun, sustainability, and customer connection.
The Story Behind Yeokens
Yeo Valley’s loyalty program emphasizes fun, inclusivity, and community. Whether you’re an 18-year-old student or a 60-year-old customer, the platform provides engaging opportunities tailored to different life stages.
The brand wanted the following pillars for its program:
- Access to exclusive rewards
- Opportunities to support charities
- Invitations to events or experiences on the brand’s organic farm
- Ability to play games and complete challenges
One of the most unique elements that sets Yeo Valley Organic apart is the “Farm to Fridge” experience, which connects customers directly with the source of their food. This sentiment is carried over to the loyalty program as well, as members can visit Yeo Valley’s real working farm as a reward, tour their organic garden, learn about the brand’s sustainable farming processes, and even stay overnight in a renovated farm building.
This value-led approach now translates directly into customer behavior as well. Since introducing more interactive elements, Yeokens has achieved a significant lift in both account creation and overall engagement, showing that customers connect strongly with the program’s mission-driven design.
The Yeokens Loyalty Program in a Nutshell
Participation in Yeo Valley Organic’s loyalty program starts at the store. Consumers collect Yeokens by purchasing Yeo Valley products. Each product includes a QR code or a 14-digit code, which can be scanned or typed in via the loyalty program’s digital portal. Upon entry, users “bank” Yeokens, which can then be redeemed for various rewards.
Gamification is a core value for the Yeokens loyalty program because it’s an engaging, inclusive way to reward behavior and strengthen the customer–brand connection. Yeo Valley Organic intentionally introduced three distinct types of gamification, each targeting a different motivation and loyalty segment.
First, the staple Dairy-Go-Round Prize Wheel gives members a fun, instant-gratification experience where anyone with a Yeokens account can spin to win. There’s no points requirement, which removes barriers and drives huge recurring traffic to the loyalty hub.
Second, Yeokens now features Monthly Raffles, which use Yeokens as the entry mechanic. This gives members a meaningful way to spend their points, increases purchase frequency, and helps bring customers into the loyalty database, so the team can continue engaging them through future campaigns.
Third, the program now includes gamified Challenges, designed to shape longer-term behaviors like code banking and reactivation. A great example is the Caffè Nero Challenge: members who bank at least three products within six months earn a free coffee reward. These challenges are highly effective at motivating routine engagement and encouraging customers to return regularly.
And customers have embraced these new challenges enthusiastically, with more than 311,716 completions since their launch in late 2024. It’s a strong sign that simple, habit-building mechanics can motivate frequent participation, even in a traditional FMCG environment.
Together, these three gamification layers create a well-rounded, habit-forming experience that keeps Yeokens fresh, fun, and consistently top-of-mind for customers.
We do loyalty because we think it’s right. We’re really encouraged by everybody that makes that choice for an organic product – so why not recognize and reward that good choice they’ve made?” Also, fun is a key value for us. Whether you want to play a game, whether you want to do a challenge, we like to have that game element. It’s something unique that we can offer people that other brands can’t – and we’re just so proud of that.
Last but not least, Antavo helped Yeo Valley Organic fully integrate its loyalty program into a digital platform where users can:
- Monitor their balance.
- Play the “Dairy-Go-Round” game.
- Enter monthly raffles.
- Redeem for merchandise or experiences.
Outstanding Results
The recent results of Yeokens highlight that revamping was a worthwhile endeavor:
- 2X: Active loyalty members buy twice as much as regular customers
- 3X ROI: Loyalty program generates over three times the ROI of advertising.
Significant uplift in New member acquisition, Engagement, Website traffic, and Reward redemption.
Noteworthy milestones:
- 311,716 challenges have been completed since September 2024. The most popular is Caffe Nero.
- 6.72+ million rewards have been claimed since Feb 2023.
Growth in both banking and redemption behavior:
- 53% increase in banking.
- 100K+ banking actions each week.
- 51% increase in redemption behavior.
- 420K+ redemptions in 2025 (as of May).
Dairy-Go-Round boost:
- 60K unique entries per competition.
- C. 700K spins of the wheel per competition.
- 250K monthly website visitors, making this by far the most popular page on their website.
One of my favourite elements of our Antavo package is all the help we get from their fantastic team of experts. With every new product release, innovation, or crazy idea we have, there is always a safe pair of hands to guide us into making our loyalty dreams a reality.
Technology Behind the Yeokens Loyalty Program
The collaboration between Yeo Valley Organic and Antavo has brought numerous benefits:
- All features (rewards, challenges, games) are available on one platform.
- The brand now enjoys more autonomy—they can manage the loyalty program with ease and less outside help.
- Ongoing innovation and responsiveness from Antavo also contributed to packing more creativity and innovative features into Yeokens.
- Joint work between the two companies also laid the foundation for future ideas, like leaderboards and enhanced challenges.
Conclusion
The Yeo Valley Organic loyalty program, Yeokens, has proven to be a highly successful initiative, driven by a commitment to community, fun, and recognizing customer loyalty. With the support of Antavo AI Loyalty Cloud, Yeokens has evolved into a comprehensive platform offering exclusive rewards, charity support, farm experiences, and engaging games.
Are you interested in revamping your loyalty program, too? Get in touch with our experts by booking a demo to see our platform’s capabilities.
Download our in-depth case for Yeo Valley Organic’s loyalty program, and see exactly how their 3 types of gamification elements drive business KPIs.
