Yoplait’s UK sales fell from £96.7m to £90m in the year to 30 May 2021, with operating profits down 17% to £11.3m. The business recently returned to the ownership of French dairy co-operative Sodiaal after General Mills sold its 51% stake in the company. These factors suggest that the brand will make a change in strategy.
Yoplait is currently focusing on its kids and teens products including Petits Filous, Wildlife and Yop. In recent months, it’s added to its Petits Filous dairy-free range and unveiled fixed-price big pots under its Wildlife brand to support families during the cost-of-living crisis. The Wildlife portfolio is reportedly worth £31.3m and contributed to 46% of the growth in the children’s yoghurt category.
Last month, Yoplait named a new head of marketing who was previously head of consumer brands at AkzoNobel. Yoplait spent £2.7m on advertising in 2021; more than 95% of which was spent on TV campaigns.