General Mills has relaunched Yoplait Greek yogurt with a new formula, packaging and advertising.

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