Discover Yoplait Greek Yogurt video Commercial:
Yoplait says the recent rebound in its Greek yogurt has encouraged grocery stores to give it more shelf space, and
that the extra yogurt has continued to sell through to consumers.
Years after the Greek-yogurt boom knocked the feet out from under General Mills Inc.’s Yoplait, it’s pointing to
signs of a comeback–which might be the only bright spot in the company’s earnings report this week.
Yoplait now has about 24% of the U.S. yogurt market, according to market research firm Nielsen, down more than 10
percentage points from 2008, thanks to Chobani Co. shaking up the yogurt aisle with Greek style, a trend Yoplait waited
too long to jump into.
After missing the mark with its first attempt at Yoplait Greek Yogurt, Yoplait fared better with its 100-calorie version in
2012, but it wasn’t enough. Chobani and Dannon’s Oikos brand had already gained consumer loyalty.
Yoplait has since made other significant changes, like creating a new Yoplait Greek Yogurt recipe last year, which removed
what critics called thickeners.
General Mills also removed high-fructose corn syrup from its Yoplait original yogurts and aspartame from its light
products, and about six months ago, it named a new head of the division, David Clark.
He’s working on launching new Greek-style products, like Greek yogurt Whips, which will come out next month.
Ironically, the Greek Whips are meant to be a “yogurt mousse” that appeals to people who don’t like the taste or texture
of traditional Yoplait Greek yogurt. “Greek just means higher protein to most people,” Mr. Clark said.
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