UK organic dairy firm Rachel’s is hoping to fill what it sees as a gap in the market for a wider variety of natural yoghurts with the launch of a Greek-style range.
The line, launched today (2 September), comprises four variants: organic Greek-style natural yogurt, a Greek-style natural set yogurt, a Greek-style natural low-fat yogurt and fat-free natural yogurt.
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Rachel’s, owned by French dairy giant Lactalis, said the collection will boast a “less acidic and powdery” taste in comparison to other natural yoghurts, with “enhanced flavour and improved organoleptics”.
“In the UK, the natural yoghurt offering is limited in its variety and consumers are often unclear about the usage of the flavour, deeming natural yogurt as solely a base ingredient,” said Rachel’s marketing manager Andrew Curzon. “With a clear gap in the market to inspire customers to recognise the quality value that natural yoghurt has to offer everyday diet and cooking, Rachel’s has created a versatile collection with a strong focus on flavour to reinvent the way consumers regard natural yoghurt.”
The range is available at Waitrose, Sainsbury’s, Tesco and online at Ocado priced at a RRP of GBP1.89 (US$2.94) for a 450g pot.
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By GlobalData
