Aberystwyth-based organic food provider Rachel’s Organic has announced the launch of a mobile responsive site, led by creative agency Haygarth.

The food stockist, arguably best known for its range of yoghurts, was Britain’s first organic dairy and has products stocked in supermarkets nationwide.

And after Haygarth redesigned the Rachel’s Organic website two years ago, this represents a natural step forward for the company.

“It’s no secret that more and more consumers are accessing websites using mobiles and tablets, therefore it is soon going to be absolutely essential for brands to have responsive sites if they want to keep their customers happy,” said Sophie Daranyi, Haygarth chief executive.

“At Haygarth we have been constantly investing in our creative and digital teams to ensure we are able to help our clients keep ahead of the game,” she added.

Responsive web design and advertising has been a major focus for brands, with this publication mentioning it as being ‘the future’ as far back as November 2012, from blog partner Gareth Crew.

Yet it’s interesting to note that, one year later, Crew wrote a piece entitled ‘Why have brands taken so long to respond to responsive?’.

“In my mind it comes down to complacency and the fact that in a difficult market place for many retailers it’s come down to survival, with innovation taking a back seat,” he wrote, warning that “this could also account for many a high street stalwart disappearing altogether.”

Take a look at the pictures below:

What do you make of the Rachel’s Organic redesign? Should other brands do the same?

Footnote: Haygarth also noted the target customer base of Rachel’s Organic in the press release. So, if you’re an “upmarket, affluent and stylish woman aged 30 to 65”, then head on over.