General Mills has added to its Yoplait yoghurt in the line-up in the US with the launch of an “all-natural” product.

The company, which is facing legal action over its marketing claims that Nature Valley snack bars contain natural ingredients, said Yoplait Simplait product contains “six, simple, all-natural ingredients” – pasteurised milk, fruit, sugar, corn starch, “natural flavour” and a “vegetable or fruit juice or extract or pectin”.

“There has been an increasing demand for simpler ingredient lists,” Rachel Ringel, associate marketing manager for Yoplait Simplait, said.

However, Ringel added: “One thing remains constant – taste is the most important. Consumer reaction has been very positive. They have described the yogurt as light-tasting, balanced and very flavourful.”

Yoplait Simplait, which will be available in four flavours, goes on sale next month at a suggested price of US$0.90 per cup.

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By GlobalData