UK retail giant Tesco has pulled its Yoo yoghurt line two years after launching the product.
A spokesperson for Tesco told just-food today (13 September) it no longer offers Yoo yoghurts but that the brand continues to exist as a flavoured milk across its stores.
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“Customers can choose from a huge variety of yoghurts at Tesco including a recently launched new range of own label yoghurts,” the spokesperson said. The retailer did not give a reason for the discontinuation of the product.
Yoo yoghurt was launched in the summer of 2011 in a bid to undercut its branded competitors – including Yoplait, Danone and Muller – by as much as 20%.
The range was subsequently expanded into yogurt drinks and children’s lines, which are still available. The launch was the first of a number of ‘venture brand’ launches by Tesco, including ChokaBlok ice cream brand and Parioli Italian food line.
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The Yoo line, Tesco’s first range of yoghurts, offered 21 varieties of product and were positioned at 100% British, displaying the Union Jack on its packaging.
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By GlobalDataTesco, however, found itself in hot water with the Yoo brand in the year of its launch, when it became embroiled in a trademark dispute with Austrian drinks company Eckes-Granini. Eckes-Granini had held the European Union trademark to the name since 1999.
