Yoplait debuts in China
Yoplait yogurt is launching in China today. Three new yogurt lines will be rolling out in hypermarkets, supermarkets and convenience stores in Shanghai, giving consumers new options in China’s premium yogurt market:
-Perle de lait: A French-style yogurt that is thick and creamy.
-Panier de fruits: The first fruit on the bottom yogurt in the category.
-O’Fruit: A drinkable yogurt with big fruit pieces that requires an extra-large straw to drink.
It’s the largest expansion of the Yoplait international brand since General Mills assumed a controlling interest in Yoplait in 2011.
“Our entry into China with Yoplait is a major milestone in General Mills history,” said Ken Powell, chairman and chief executive officer of General Mills. “We’re excited about the prospects for growth across our global yogurt business. Yogurt has been one of the hottest food categories in the world over the past decade. We like our positions in key developed markets, and we see plenty of room for future growth as category consumption continues to develop in emerging yogurt markets.”
The goal is to reach a broader audience of Chinese consumers looking for superior taste and the digestive health benefits of a high-quality yogurt.
“With the tremendous economic growth in China, consumers are increasingly demanding better quality and experience of foods,” said Gary Chu, senior vice president and president of General Mills Greater China. “Chinese consumers like the health benefits of yogurt and we are thrilled to add Yoplait products to our growing portfolio of brands and products that Chinese consumers have come to love and trust.”
The yogurt will initially be distributed throughout Shanghai, and then expand from there. The strategy, products and supply chain in China have been developed in close collaboration with the global Yoplait team in France.
“Our goal from the very beginning was to bring the authentic French taste of Yoplait yogurt to China,” Gary says.
To get that authentic taste, our new yogurt production facility in a Shanghai suburb uses the same production processes that we use in France.
According to Euromonitor, yogurt is a $10 billion dollar category in China, with sales growing at a double-digit pace. With nearly $4 billion in retail sales worldwide and available in more than 50 markets, Yoplait is the strong No. 2 player in the $83 billion global yogurt category.
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