Yoplait launches new Zero range

Global yogurt brand Yoplait has expanded its wellness offering with the introduction of Yoplait Zero – available now with an RRP of £1.89 for a pack of four.

With less than 60 calories per pot, Yoplait Zero contains 100% real fruit pieces and is free from artificial colours, flavours and preservatives, making it ideal for shoppers looking to enter the category.

The packaging highlights the nutritional cues of the yogurt, such as ‘no added sugar’. It also calls out its fresh fruit ingredients with on-pack photography of strawberries, peaches and pineapples, reassuring consumers that the product is full of flavour despite being a lower calorie option.

Joanna Goodman, Marketing Manager for Yogurt at General Mills, said: “The Weight Wellness category is worth £204.5m[1], presenting a great opportunity for retailers. We’ve seen that Yoplait Zero is hugely popular in Ireland and we’re confident that we can replicate that success here in the UK.

“Shoppers habits have changed when buying into this category. They are no longer willing to compromise on taste for lower calorie options. Yoplait Zero has been made with 100% fruit pieces so shoppers can be confident that our yogurt tastes great, with the bonus of containing fewer calories.”

The launch will be supported by shopper marketing and special offers in selected stores.

Yoplait Zero is currently available in Asda and Morrisons.

[1] Total Weight Wellness for grocery mults (ENDING 26.10.19)