Yoplait, the franchised yoghurt brand owned by US food conglomerate General Mills and French dairy brand Sodiaal, is set to launch its Liberté brand next year in France, rebranded under the name Yopa.
A spokesperson for Yoplait suggested that brands need to innovate in order to retain their customers, and commented, “Producers must come up with a new response for consumers.” This follows news that the yoghurt category had lost “the share of stomach at that time of consumption.” The yoghurt will be marketed as an after-dinner dessert.
Yoplait acquired Liberté, originally based in Quebec, in 2010. The product is now available in eight markets, such as the US and the UK. From January, Yopa will be available in a pack of four pots, and will be offered in six low-fat and zero-fat ranges.
© 2013 - European Supermarket Magazine by Jenny Messenger
