Arla is adding a virtually fat free yogurt to its Harmonie Organic range in a bid to attract more mainstream shoppers to the organic dairy sector. The new range, which targets young women in particular, is available in Peach & Vanilla and Vanilla & Strawberry flavours. Support, which is part of Arla's £2m backing for the brand this year, includes PoS activity and money-off coupons. Laurent Ponty, Arla's senior brand manager for organic, said there was still massive potential in the organics food sector despite it doubling in size in the past two years. "Food manufacturers need to concentrate less on aiming products at organic converts," he said. "The people they should be targeting are mainstream consumers." Rsp: 49p, 175g (introductory price, 24p). {{P&P }}

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