Yogurt business Yoplait has taken its UK brand Petits Filous into the plant-based arena for the first time.
Petits Filous Dairy Free is to initially go on sale in Tesco stores, with Morrisons and Sainsbury’s stocking the product from September. The almond-based yogurt alternative will be produced in the brand’s best-selling raspberry flavour.
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Yoplait said the plant-based Petits Filous will be supported by a “six-figure investment that will include social, influencer and shopper activity”.
Joanna Goodman, head of marketing for yogurt in northern Europe at General Mills, said: “In recent years we’ve seen an increase in families seeking dairy-free alternatives, either due to intolerances or simply as a lifestyle choice. With limited healthy-snacking options available in this space, we wanted to ensure that children who don’t eat dairy can still enjoy the benefits of our yogurts.”
US food group General Mills is set to sell its 51% controlling interest in the European operations of Yoplait to Sodiaal, the French dairy cooperative.
The companies have co-owned the brand for nearly a decade.
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By GlobalDataUnder the terms of a deal announced in March, General Mills would get full ownership of the Yoplait business in Canada.
In 2019, General Mills launched a dairy-free version of its Oui by Yoplait yogurt product in its home market.
Last month, Jon Nudi, the head of General Mills’ retail division in North America, said the coconut-based Oui by Yoplait “has continued to do quite well”.
He added: “We’re actually looking at launching a Yoplait plant-based product in the coming year [in North America] as well.”
Just Food Guide: Plant-based priorities – dairy companies also in dairy-free
