Nestlé and Müller launch yoghurt drink offensive

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Related tags: Fruit, Müller

Both Nestlé and Müller are hoping to spoil Yoplait Dairy Crest's (YDC) party with the launch of their own yoghurt drinks that will compete with...

Both Nestlé and Müller are hoping to spoil Yoplait Dairy Crest's (YDC) party with the launch of their own yoghurt drinks that will compete with YDC's recently revamped Yop brand.

Ski Stopgap has been launched by Nestlé in an attempt to steal some market share away from YOP, the UK's number one drink in the regular drinking yoghurt sector and which, according to YDC has experienced year-on-year growth of 42.6%. The total drinking yoghurt market is valued at £6.7m.

Stopgap comes in three variants -- Berry Mix, Tropical, and Honey & Banana -- and is a combination of low-fat yoghurt, cereal and fruit pieces which provides a textured drinking experience. It is available in 250g resealable bottles and is being marketed as a breakfast alternative to cereals and cereal bars.

Müller's attempt comes in the form of Fröot, which is currently being trialled in Sainsbury. The yoghurt drink comes in Strawberry and Peach flavours in 200g bottles and is described as a portable snack alternative to food.

Related topics: NPD

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