Leading yoghurt company Yoplait is set to drive incremental growth this summer by launching a new, affordable four-pack of Wildlife Big Pots.
Previously only available in packs of six, shoppers will now be able to purchase a pack of four, 85g Wildlife Big Pots at an RRP of £1.00*. The new offering will ensure that delicious kids yoghurts remain an accessible option for families despite the soaring cost of living.
Launching in Lidl and across wholesale channels, followed by Co-op in September, Wildlife Big Pots will be available in Strawberry and Peach, the same loved flavours as the popular Wildlife Choobs tubes. The bigger pot formats are the perfect size for older kids aged between 6-12 years old.
Currently, the Wildlife portfolio is worth £31.3M, up 5.4% YoY, and has contributed to 46% of the growth in the Kids Yogurt category in the past year[1]. Yoplait’s everyday low price kids’ lines are established in driving incremental growth, with Wildlife and its licensed brands representing 17% of the value share of total UK including discounters[2].
Ewa Moxham, Head of Marketing at Yoplait UK, said: “We’re bringing fun and adventure to ordinary eating occasions – with everyday low prices! Increasing inflation is driving a change in behaviour in and out of stores and we want to help shoppers manage these costs whilst still being able to enjoy our delicious yoghurts. Making our Wildlife Big Pots available for only £1* means we can focus on accelerating growth whilst remaining accessible to all.”
* Price is at the discretion of the retailers
[1] Dunnhumby 2022, Nielsen Epos YTD 02.4.22
[2] Ibid
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