General Mills-owned Yoplait has added an indulgent new lineup to its Liberté line of yoghurts: Liberté Excellence.
Liberté Excellence is branded as ‘deliciously thick, creamy and simple’ and made from milk and cream. It is served on a layer of either salted caramel or lemon.
The range is positioned as a ‘permissible indulgence’ option, and is targeted at shoppers seeking to balance both treat and health needs during evening meals in the working week.
Both yogurts come in 440g resealable pots and have a recommended retail price of £2. They have 9% fat and are made with no artificial colours or flavours.
Yoplait UK brand manager Samuel Horner said: “Liberté is currently experiencing strong growth momentum in the UK, with value growing 26% in the last 12 weeks.
“We are confident the Excellence range will continue this growth trajectory and unlock incremental yoghurt consumption at moments when shoppers are seeking permissible indulgence.”
Liberté Excellence’s salted caramel and lemon varieties are now available in Asda and will be supported with a £3 million marketing campaign.
© FoodBev Media Ltd 2018
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