A first in the organic ‘big pot’ yogurt sector, Yeo Valley Organic believes this latest product development will attract new consumers into the organic category and deliver incremental sales by mirroring the ‘no bits’ success seen in other grocery sectors such as fruit juices and soups.
“Sales of smooth yogurts have increased by some 10% in the last year and we’ve seen evidence of this growing popularity with our Strawberry Smoothies 4-pack now accounting for nearly a third of all our total multipack sales,” said Yeo Valley’s head of brand marketing, Ben Cull.
“Yeo Valley Organic is renowned for its thick and creamy yogurt, and with the trend for ‘no bits’ yogurts increasing, we’re capitalising on this by introducing an even more indulgent, smooth variant to our big pot range.”
According to Yeo Valley Organic, research highlighted that consumers were buying smooth yogurts for use all day, from breakfast on cereals and in homemade smoothies, through to a healthy option dessert to share with the whole family in the evening.
“Due to this multi use, pack size is a principal buying decision for consumers,” added Cull. “By introducing the first fruited, smooth big pot format into the organic yogurt category, we’ll be looking to create interest in this area and attract new consumers into the organic fixture.”
The new Yeo Valley Organic Smooth & Creamy range is made from organic, probiotic yogurt and crushed organic fruits, and will come in two flavours: Mango & Passion Fruit and Mixed Berry.
Priced at £1.59 (RRP) for a 450g pot, the new range will be introduced in mid-January 2009 and listings have been confirmed in Tesco, Waitrose, Sainsbury’s, Asda and Morrisons.
The launch will be supported with in-store price promotions with all retailers, advertising in retailer customer magazines and online sites, and high-profile PR activity in the consumer lifestyle press.
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