Unilever's Ben & Jerry's brand is launching a three-product strong line of Greek-style frozen yoghurt in the UK. The move is a category first and the group believes that it can stimulate incremental sales growth, bringing new consumers to both the brand and category. However, Greek yoghurt and frozen yoghurt sales in the UK have not performed as strongly as across the pond in the US. Is Ben & Jerry's the brand that will kick-start the category? Katy Askew reports.