Yoplait has unveiled a new pouch format for its adult fat-free yogurt brand, Liberté.
The launch will be supported by a £3m marketing spend, which will see over 250,000 Liberté pouches distributed to consumers over the next six months.
Soon to be available in Spar and Nisa, the new 130g pouches – which Yoplait say are a market first – come in Blueberry and Raspberry flavours.
The pouches are aimed at health conscious, active consumers between 20-40 years who are looking for a healthy, convenient, portable snack while on the go.
The packaging style has proven success in other international markets such as Australia where it represents 25% of leading brands’ sales, and opens up the on-the-go yogurt market.
Jo Abram, marketing manager at General Mills, said: “The Liberté pouches are the perfect solution for the busy on-the-go consumers of today, offering a convenient, portable, healthy and protein-rich snack. We look forward to initial consumer feedback on this innovative new packaging design.”