In a bid to capitalise on the popularity of protein yogurt, Yoplait has launched Skyr Energy, the first Skyr product to contain real fruit pieces.
Yoplait Skyr Energy is a creamy yogurt with a fruity layer. Made to an original Icelandic recipe, it is high in protein and has been enriched with Vitamin D and B6 for energy. It comes in two flavours – Strawberry & Blackcurrant and Mango & Passionfruit – and launches in 2 x 140g packs, RSP £2.
Yoplait is supporting the launch with a targeted in-store and out-of-home campaign alongside sampling, social, digital and influencer activities.
Protein yoghurt is currently the fastest-growing segment of the total Chilled, Yoghurt and Dairy category (+43.6% yoy) and now worth £153m.
Ewa Moxham, Head of Marketing for Yoplait UK, said: “Skyr Energy is our latest innovation that truly answers a consumer trend and need. Not only does our Skyr deliver on taste and consistency it offers the added benefits of vitamins and real fruit.
“Skyr Energy is totally unique and really stands out on shelf. Perfectly packaged to appeal to 25-45 health-conscious consumers looking for a tasty, filling breakfast or afternoon snack.”
