US: General Mills Yoplait targets 'tweens' with Pro-Force Greek

By Chris Mercer | 16 January 2013

General Mills is going after the children's yoghurt market in the US with the launch of a Yoplait-branded high protein yoghurt named Pro-Force Greek.

The range comes in "snack size" packs of 'strawberry blast' and 'mixed berry burst' flavours and contains double the protein of the leading kids’ yogurt, General Mills said today (16 January). A four-pack will have a suggested retail price of US$2.99 and is available nationwide from this month.

General Mills said it is targeting the 'tweens' market, slang for the pre- and early teenager market.

"Tweens really don’t think Greek yoghurt tastes good, so we created a product that is colourful, creamy and flavourful, while delivering the nutritional benefits of Greek yoghurt," said Ashley Karr, Yoplait Kids associate marketing manager.

Pro-Force contains no artificial colours, flavours or sweeteners, said General Mills, which holds the Yoplait brand licence in the US.

Show the press release

Yoplait Yogurt Introduces Pro-Force Greek

There’s no cooling off with Greek yogurt—Tweens are the next IT!

Greek yogurt’s explosion of new offerings is complementing the category and Yoplait has identified the next “it” crowd for Greek yogurt—tweens. New Yoplait® Pro-Force™ is a Greek yogurt that contains two times the protein of the leading kids’ yogurt*. Available in Strawberry Blast and Mixed Berry Burst flavors, the snack-size offerings are as fun as they are healthy.

“However, tweens really don’t think Greek yogurt tastes good, so we created a product that is colorful, creamy and flavorful, while delivering the nutritional benefits of Greek yogurt.”

“Yoplait Pro-Force yogurt was inspired by our Greek line of yogurts. In looking at the protein benefits of Greek yogurt for adults, we naturally considered this a terrific product that would provide higher protein for active tweens,” said Ashley Karr, Yoplait Kids associate marketing manager. “However, tweens really don’t think Greek yogurt tastes good, so we created a product that is colorful, creamy and flavorful, while delivering the nutritional benefits of Greek yogurt.”

With 30 years of experience, Yoplait continues to bring innovation to the category by focusing on consumers’ varying needs. Moms are looking for higher protein offerings for their active kids, yet they also want it from a trusted brand they can rely on and is fun for their families.

“Getting kids to try new things can be a challenge,” said Karr. “We wanted to make Yoplait Pro-Force fun and cool so it’s not all ‘Greek’ to them. From the vibrant packaging to ‘kid-approved’ flavors, this new product is a hit with kids and moms.”

An excellent source of calcium, Yoplait Pro-Force contains no artificial colors, flavors or sweeteners and contains 9g of protein per 3.5 oz-serving. Available nationally, Yoplait Pro-Force has a suggested retail price of $2.99 per 4-pack. For more tasty recipes and information from Yoplait Pro-Force, visit www.yoplait.com.

About General Mills
General Mills is one of the world’s leading food companies, operating in more than 100 countries. Its consumer brands include Cheerios, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Progresso and Old El Paso. Headquartered in Minneapolis, Minnesota, USA, General Mills had fiscal 2012 net sales of US$16.7 billion. Visit www.generalmills.com.

*Yoplait® Pro-Force: 9g protein per 3.5 oz; leading kids’ yogurt: 3g protein per 3.5 oz.

Yoplait is a registered trademark of YOPLAIT MARQUES (France) used under license.

Original source: http://www.generalmills.com/en/Media.aspx

Sectors: Dairy, Health & wellness, NPD & innovation

Companies: General Mills, Yoplait

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