Mar 20, 2013 • By

Yoplait a ‘brand of the year’

Yoplait yogurt today was named the “brand of the year” in the U.S. yogurt category by Harris Interactive, a highly respected research organization that each year measures the “brand equity” of scores of household brands.

Yoplait claimed the No. 1 spot, followed by Chobani Greek Yogurt, Stonyfield Farm Oikos Greek Yogurt, Dannon Yogurt and Stonyfield Farm Yogurt.

The 2013 Harris Poll EquiTrend study assessed more than 1,500 brands across more than 155 categories – from auto makers to department stores – and is comprised of three key factors: familiarity, quality and purchase consideration.

Each brand received approximately 1,000 ratings from a sample of U.S. consumers and were then weighted using the same methodology Harris employs in predicting the outcome of U.S. elections.

“Understanding the health of your brand is a critical component in determining the business priorities for companies in any industry,” said Aron Galonsky, senior vice president of Brand and Communication Consulting at Harris Interactive. “The higher scores point to increased consumer affinity and likelihood to purchase from these companies.”

The brand equity study was coincidentally released on the same day as our third quarter earnings report, which highlighted the sales of our Yoplait Greek 100 yogurt.

The new Yoplait Greek 100 calorie yogurt is on track to deliver $100 million in sales this fiscal year. And overall sales of our Greek yogurt business are outpacing growth of the Greek yogurt category.

Another General Mills brand was also recently called out as a consumer favorite. In February, Green Giant’s Seasoned Steamers were named by Parade magazine as one of its “products of the Year USA,” as judged by 50,000 shoppers from across the U.S.