US food giant General Mills is to launch around 40 yoghurt products in the US this year.
Yoplait USA has lined up a range of new lines like Yoplait Greek 100, Yoplait Simplait, Yoplait Fruplait, Mountain High All Natural Yogurt, and Liberté Méditerranée and Liberté Greek.
Greek yoghurt has been described by some analysts as a booming market in the US. What was once a niche product, Greek yoghurt has now become mainstream, attracting major players to the category.
General Mills, however, has faced questions over its strategy in the Greek yoghurt category. Yoplait's Greek yoghurt sales were up 50% in the US during General Mills' third quarter, which ran until 26 February. However, analysts have remained concerned about the level of distribution it has secured for its products. General Mills had insisted it will increase production capacity, spend more money on marketing and launch more products, which appears to now be doing.
The company is expected to provide more detail on the recent performance of its yoghurt business tomorrow when it announces its annual results.
