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February 22, 2012

CAGNY: ConAgra to launch frozen Greek yoghurt

ConAgra Foods is set to launch a frozen Greek yoghurt in the US to tap into growing demand for the product in the chilled aisle.

By Dean Best

ConAgra Foods is set to launch a frozen Greek yoghurt in the US to tap into growing demand for the product in the chilled aisle.

The US food group plans to sell the yoghurt under its Healthy Choice frozen foods brand and hopes the product will go on sale by the start of its next financial year in June.

Sales of Greek yoghurt have grown rapidly in the US in recent years and, according to some industry watchers, the category now accounts for around a quarter of the total sector.

Andre Hawaux, president of ConAgra’s consumer foods division, said the company’s frozen yoghurt was “unlike anything out there today”.

“While retailers want you to think long term, they also don’t want you to miss out on short-term trends. Greek yoghurt has been a growing trend in the marketplace and we are going to take advantage of that but in a different way than anyone else,” Hawaux said.

“We’re showing this to customers now and we have received very positive feedback. We expect it to be on store shelves at the beginning of fiscal year 2013.”

According to data from Euromonitor, US sales of frozen yoghurt were $221.4m in 2006. In 2011, they reached $262.5m. In 2010, the most recent year for which Euromonitor has market share data, Nestle led the category with 19% of sales with its Dreyer’s and Edy’s brand.

Hawaux said ConAgra is also looking to “capitalise on category trends” with the launch of own-label nutrition bars in April.

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