General Mills has launched Liberté Origins, a new yogurt range which the company hopes will promote them to the premium yogurt category in the UK.
The products are served with a french-style yogurt with a compote on top made with real fruit: strawberry, vanilla or apricot. Each flavour comes in a pack of two 135 gram glass jars priced at £2.50.
General Mills said that the new production method consists of the milk, fruit and yogurt have been set in the glass jar for at least five hours.
The launch comes as General Mills announces it will spend £1.5 million on a new marketing campaign for its Liberté range as it aims to appeal to “a mainstream foodie audience”.
General Mills said it is responding to the demand for products to contain modernised updates of age-old formulations, flavours and formats.
The glass jars, which can be reused or recycled, also to meet an increased demand to reduce consumption of plastic packaging and buy more environmentally-friendly alternatives.
Alongside the new Liberté range, Origins is also invested in a “permissible indulgence” option that is ideal for shoppers looking for a daytime treat after having a busy morning.
Sam Horner, brand manager for Liberté UK, said: “Liberté’s yogurt is of an exceptional quality and Liberté Origins will be no different. Made with naturally sourced ingredients and real fruit, the product has a subtly sweet taste and smooth texture.
“The new production method and format will make sure that we stand out against other brands in a competitive market. This new product launch firmly marks the brands intentions to evolve the premium yogurt category.”
The Origins launch follows the success of Yoplait’s Oui yogurt line, a similar offering that was launched in the US. At the World Dairy Innovation Awards last week, General Mills won both the best yogurt and best marketing campaign or activation categories for the Oui range.