Danone has launched a line of Greek yoghurts in the UK in its latest foray into the category in the country.
The French food group, which launched Greek-style yoghurts under its Activia brand in the UK last year, has introduced its Oykos range into the market this week.
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The range of yoghurts, designed alongside agency Dragon Rouge, consists of peach, strawberry and pear flavours and are on sale as four-packs at an RRP of GBP2.19 (US$3.54).
“Indulgence and Greek are both key trends in the chilled yoghurts and desserts category, with both segments out-stripping total category growth. Danone has spotted an opportunity to actively fuel this trend by entering the chilled yoghurts and desserts market with a new luxury Greek style proposition,” Danone brand manager Angela McGee said.
Danone’s investment in the UK follow similar moves in the US, where demand for Greek yoghurt has soared in recent years.
Last year, Danone relaunched its Dannon Greek yoghurt in the US as Oikos, a brand it advertised during this year’s Super Bowl.
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By GlobalData
