Yoplait is looking to capitalise on the popularity of protein yoghurts by launching SKYR Energy, its first SKYR line to contain real fruit pieces, Vitamin B6 and Vitamin D, be high in protein and fat-free.
Protein yoghurt is currently the fastest growing segment of the total Chilled, Yoghurt and Dairy (CYD) category (+43.6% YoY) and is now worth £153m in the UK. Consumers are turning to high protein yoghurts at breakfast, but Yoplait has also identified the opportunity for SKYR Energy around snacking occasions as people seek healthier alternatives.
Yoplait SKYR Energy yoghurt has a creamy texture and a fruit layer, with two flavours: Strawberry & Blackcurrant and Mango & Passionfruit.
Ewa Moxham, Head of Marketing for Yoplait UK, said: “SKYR Energy is our latest innovation that truly answers a consumer trend and need. Not only does our SKYR deliver on taste and consistency, it also offers the added benefits of vitamins and real fruit.
“SKYR Energy is totally unique and really stands out on shelf. Perfectly packaged to appeal to 25-45 health-conscious consumers looking for a tasty, filling breakfast or afternoon snack.”
Yoplait is supporting the launch of SKYR Energy with a targeted in-store and out-of-home campaign. Sampling in office workplaces nationwide, across London, Birmingham and Manchester, social and digital support and an influencer campaign to help drive awareness and trial.
Packaged in 2 x 140g packs, the range has an RRP of £2.00. It is launching initially in Morrisons, Sainsbury’s and Ocado.
NAM Implications:
- A big innovative move for Yoplait…
- Combining Icelandic Yoghurt with their iconic Yoplait brand.
- Presses all the right buttons.
- One to watch…
