General Mills pushes Yoplait Go Big into retail and schools simultaneously

General Mills pushes Yoplait Go Big into retail and schools simultaneously

General Mills is targeting so-called "tweens" in the US with a Yoplait line that has been rolled out into the country's retail and foodservice channels simultaneously.

Yoplait Go Big has been developed for "health-minded tweens who want snacks that fit and reflect their lifestyle", Jackie Lepore, associate marketing manager for General Mills' convenience and foodservice division in the US, said. "We know that tweens snack a lot and are often looking for more healthy snacks, but they want them to be tasty, not kiddy or boring." Tweens are usually defined as children aged ten to 12.

General Mills launched three SKUs: strawberry and mixed berry; peach mango and cherry; and strawberry.

Lepore said General Mills' retail team "led the launch" but "saw an opportunity" to work with colleagues who handle the company's business with K-12 schools.

Asked if General Mills had similar moves planned, Lepore said: "It depends. Often, retail leads with new product innovation before the products are available within foodservice. However, in this case, it was better to launch at the same time. It is really a case-by- case basis based on the distinct needs of specific foodservice channels as well as different distribution challenges."

When General Mills announced its results for the 12 months to 29 May, CFO Don Mulligan said the company had been "disappointed" with the performance of its yogurt business in the US. However, the company saw its yogurt sales through its convenience and foodservice business rise year-on-year.