Yoplait’s new formula will adhere to the authentic Greek straining methods. Yoplait hopes to gain an edge by making sure the fruit is fully blended. Also, the formula has a milder taste profile than some competing brands.
Yoplait has already gotten momentum from its Yoplait Greek 100-calorie variety, which was launched last year and uses the same method as the new regular Greek version. The product has helped General Mills reach 8% Greek yogurt share this year, up from 5.9% last year, while market leader Chobani has seen its share decline to 38.6% from 45.7%, according a recent report from Sanford C. Bernstein. Greek represents 45% of the total yogurt market, according to Bernstein.
Source: Advertising Age