USA: General Mills launches YQ By Yoplait

General Mills, the US food giant, has announced the launch of YQ By Yoplait, a new yoghurt promoted with the slogan of “smarter, not sweeter”.

“Setting out to give people something quite different from their typical yogurt experience”, YQ By Yoplait is said to be made from ultra-filtered milk combined with active cultures that undergoes a special “stirring” developed by Yoplait in France. According to General Mills, “the result is a thick, smooth, extra creamy texture with a differential nutritional profile that is intentionally less sweet”.

YQ By Yoplait comes in a choice of eight flavours and is advertised as containing 15g-17g protein per pot, as well as less sugar than the leading brand of Greek yoghurt.

Commenting on the launch, Yoplait vice president for marketing Doug Martin said: “If you look at the most popular diet in America today, the real answer is ‘my diet’. People have tried a lot of approaches and more and more people are finding what works for them. We wanted to give people something that is simply made and presented in a straight forward way with the facts they are seeking”.

Source: General Mills