General Mills has extended its Yoplait yoghurt brand in the US with the addition of Go-GURT protein yoghurt, which is aimed at kids.

The new yoghurt, packaged in a tube, contains 5g of protein per 2.25oz serving, the company said. General Mills emphasised the new line is a “good source of calcium”, contains vitamins A and D and is free from artificial colours and flavours. Go-GURT comes in strawberry superstar, mighty fruit punch and berry extreme, burstin’ berry lemonade flavours.

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Aimed at the back to school market, the product will be available in the North Atlantic, Northeast, Mid-Atlantic and Central north-east parts of the US, with additional roll out scheduled for October.

General Mills is looking to reverse declining sales in the competitive US yoghurt category through a focus on NPD and marketing. 

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