The brand says it is seeing increased demand for dairy smoothies, while fruit smoothies growth is slowing.
Yazoo – which has been a milk drink brand for three decades – launched its yogurt smoothies with a 750ml multi-serve pack and 3 x 200ml single serve pack in the last quarter of 2014. The smoothies are a blend of yogurt, fruit and oats.
‘Dairy smoothies have grown 135%!’
Michael Lawrence, sales director, Yazoo, told this publication the brand provides a dairy-based alternative to the fruit-based options that dominate the category.
“The launch was in response to the popularity of fruit smoothies – and the potential for a yogurt one,” he said.
“Dairy smoothies are a small segment of the overall smoothie category. But fruit-based smoothies are no longer growing at the rate they have been. Conversely, dairy smoothies have grown 135% and Yazoo Yogurt smoothie holds a 63% share within this sub-segment.
“We prioritised the family packs first and - having seen the positive impact it has made on the category - are now in the process of implementing our on-the-go offering.”
'A snack or a drink'
A 330ml pack was launched in UK convenience retailer McColl’s in February. This month the on-the-go pack hits fellow convenience store group Spar. It is also being added to wholesalers Bestway and Batleys - a move to target independent retailers.
Lawrence said the 330ml size was introduced to fill a market gap as a single-serve alternative for on-the-go consumers.
“Part of the appeal of Yazoo Yogurt Smoothie is that it can be a snack or a drink,” he said.
“We know that snacking is a popular consumer habit, with 70% of UK adults snacking on-the-go. With its blend of yogurt, fruit and oats, Yazoo Yogurt Smoothie intends to offer a way to snack that is both convenient and filling, and tastes delicious.
“During testing, eight out of 10 people agreed Yazoo Yogurt Smoothie is an easy way to snack that also provides sustenance. Plus, with an RSP at £1.49, it’s priced as an affordable smoothie for everyone.”
Yazoo has 0.2g fat per 100ml, is free from artificial flavours, colours and sweeteners, and is a source of vitamin B2, calcium and protein.
But do consumers still assume dairy is ‘fattening’?
“Our research has indicated that yogurt continues to be perceived as a natural and healthy product to consume,” said Lawrence.
“We also know that smoothies are not only seen to be healthy, but can also provide satiety, countering hunger, which is why we wanted to launch a smoothie product with yogurt, fruit and oats.”