General Mills is going after the children’s yoghurt market in the US with the launch of a Yoplait-branded high protein yoghurt named Pro-Force Greek.
The range comes in “snack size” packs of ‘strawberry blast’ and ‘mixed berry burst’ flavours and contains double the protein of the leading kids’ yogurt, General Mills said today (16 January). A four-pack will have a suggested retail price of US$2.99 and is available nationwide from this month.
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General Mills said it is targeting the ‘tweens’ market, slang for the pre- and early teenager market.
“Tweens really don’t think Greek yoghurt tastes good, so we created a product that is colourful, creamy and flavourful, while delivering the nutritional benefits of Greek yoghurt,” said Ashley Karr, Yoplait Kids associate marketing manager.
Pro-Force contains no artificial colours, flavours or sweeteners, said General Mills, which holds the Yoplait brand licence in the US.
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