General Mills has launched a new yogurt range in the UK called Liberté Origins, which the company hopes will “evolve the premium yogurt category”.
Made with French-style yogurt, the products are served on compotes made with real fruit and are available in three flavours: strawberry, vanilla and apricot. Each flavour comes in a pack of two 135g glass jars, retailing at £2.50.
General Mills said that a new production method means that the milk, fruit and yogurt cultures have been set in the glass jar for at least five hours.
The launch comes as General Mills announces it will spend £1.5 million on a new marketing campaign for its Liberté range as it aims to appeal to “a mainstream foodie audience”.
General Mills said it is responding to consumer demand for products that have modernised updates of age-old formulations, flavours and formats.
The glass jars, which can be reused or recycled, also aim to meet an increasing shopper demand to reduce consumption of plastic packaging and buy into more environmentally friendly options.
Alongside the full Liberté range, Origins is also positioned as a “permissible indulgence” option that is ideal for shoppers looking for a daytime treat after having a busy morning.
Sam Horner, brand manager for Liberté UK, said: “Liberté’s yogurt is of an exceptional quality and Liberté Origins will be no different. Made with naturally sourced ingredients and real fruit, the product has a subtly sweet taste and smooth texture.
“The new production method and format will make sure that we stand out against other brands in a competitive market. This new product launch firmly marks the brands intentions to evolve the premium yogurt category.”
The Origins launch follows the success of Yoplait’s Oui yogurt line, a similar offering that was launched in the US. At the World Dairy Innovation Awards last week, General Mills won both the best yogurt and best marketing campaign or activation categories for the Oui range.
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