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Meiji is strengthening its leadership in the yogurt category with the nationwide launch of Meiji Bulgaria Yogurt LB81 Plain Fat-Free, a new addition to its flagship Meiji Bulgaria Yogurt brand.

The new product has been developed to meet rising consumer demand for healthier dairy options without compromising on taste.

While the large-capacity plain yogurt segment (320g or more) continues to expand due to growing health awareness and broader usage occasions such as cooking, snacking, and recipe variations, fat-free yogurt products currently account for only around 20% of the category.

By enhancing the eating experience of its fat-free yogurt range, Meiji aims to accelerate growth in the broader yogurt market while reinforcing the appeal of the category’s leading brand.

Made with LB81 lactic acid bacteria from Bulgaria, the new yogurt is produced using Meiji’s proprietary manufacturing techniques to provide a fat-free option for consumers seeking to manage fat intake.

Drawing on years of yogurt research, Meiji focused development on three attributes considered essential to delicious yogurt: acidity, richness/milkiness, and texture.

Alongside the product launch, Meiji has also updated the packaging design across the Meiji Bulgaria Yogurt brand. The redesign reflects Meiji’s efforts to modernise brand presentation while maintaining the heritage and recognition of the long-established Bulgaria Yogurt identity.