US: General Mills launches Yoplait kids protein yoghurt

By Katy Askew | 22 August 2013

Yoplait Go-GURT

Yoplait Go-GURT

General Mills has extended its Yoplait yoghurt brand in the US with the addition of Go-GURT protein yoghurt, which is aimed at kids.

The new yoghurt, packaged in a tube, contains 5g of protein per 2.25oz serving, the company said. General Mills emphasised the new line is a "good source of calcium", contains vitamins A and D and is free from artificial colours and flavours. Go-GURT comes in strawberry superstar, mighty fruit punch and berry extreme, burstin' berry lemonade flavours.

Aimed at the back to school market, the product will be available in the North Atlantic, Northeast, Mid-Atlantic and Central north-east parts of the US, with additional roll out scheduled for October.

General Mills is looking to reverse declining sales in the competitive US yoghurt category through a focus on NPD and marketing

Show the press release

MINNEAPOLIS, Aug. 21, 2013 /PRNewswire/ -- New Yoplait® Go-GURT Protein yogurt is hitting the store shelves in your area this month, giving you the chance to be the first to try it. Containing a good source of protein, each tube has 5g per 2.25oz serving-that's two times the protein of the leading kids' yogurt*, but with the taste and fun only Yoplait can deliver in a tube.

"Moms want protein for their kids, but to give it to them in a fun way that they can enjoy," said Ashley Karr, Yoplait Kids associate marketing manager. "We are also excited that all our Yoplait products contain no high fructose corn syrup. We listened to our consumers and acted."

A good source of calcium, Go-GURT Protein contains no artificial colors, flavors or sweeteners and has at least 10 percent daily value of Vitamin A and D. Available in 8-count package varieties-Strawberry Superstar/Mighty Fruit Punch and Berry Extreme/Burstin' Berry Lemonade, the snack-size offerings are as fun as they are healthy, all in a tube. Go-GURT Protein makes a great lunchbox addition for back-to-school fun too. Designed to freeze and thaw by lunchtime, it also is a perfect afternoon snack for mom to feel good about giving to her kids. With 30 years of experience, Yoplait continues to bring innovation to the category by focusing on consumers' varying needs.

Forty Seven percent of moms are seeking more protein for their kids diets (2010 Gallup Study), yet they also want it from a trusted brand they can rely on and is fun for their families. New Go-Gurt Protein has a suggested retail price of $2.99 per 8-pack. It is currently available in the refrigerated aisle in the North Atlantic, Northeast, Mid-Atlantic and Central northeast parts of the country. Additional distribution is scheduled for October. For more information from Go-GURT Protein, visit *Yoplait® Go-GURT Protein: 5gprotein per 2.25 oz; leading kids' yogurt: 2g protein per 2.25 oz.

About General Mills General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki, and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2013 worldwide sales of US $17.8 billion.. Visit Yoplait is a registered trademark of YOPLAIT MARQUES (France) used under license. SOURCE Yoplait

Original source: General Mills

Sectors: Dairy, NPD & innovation

Companies: General Mills, Yoplait

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