Chilled yoghurts and desserts producer Yoplait Dairy Crest (YDC) is relaunching its Yop drinking yoghurt with new packaging designed to increase on-shelf impact, and has added a new multi-pack to the range.
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From February, Yop will be available in a “more modern and attractive” bottle, which Yoplait Dairy Crest said would increase shelf standout. In addition, a new message communicating the product’s high calcium content has been added.
The relaunch is to be supported by a new merchandising focus aimed at gradually relocating Yop with other drinking yoghurts in the Yoplait Dairy Crest range, where the company believes it naturally belongs, rather than with fresh flavoured milks.
Yoplait Dairy Crest pointed out that between the ages of ten and 18, yoghurt consumption drops dramatically, and this is a time when children need plenty of calcium. With 37% of calcium RDA (Recommended Daily Allowance) in one 250g glass, Yop “offers a bone-friendly, convenient snack for mums to buy for their growing teens”, the company added.
To coincide with the relaunch, Yoplait has introduced a new four-pack format – Yop Minis. These smaller bottles are aimed at pre-teens, and are designed to be included in lunchboxes or to be consumed as a snack at home or on the go. The 4 x 180g pack has a recommended retail price of GBP1.99 (US$3.91).
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