General Mills-owned US frozen yogurt brand Colombo, which will be introduced to the UK grocery trade next month, aims to rival premium ice cream brands Ben & Jerry's and Häagen-Dazs. The products have previously only been available to the catering market. Now a 100ml tub, complete with spoon in the lid, is targeted at the impulse market, while the 500ml take home tub is aimed at the multiples. The two sizes will be available in the four most popular soft serve flavours: Double Dutch Chocolate; Alpine Strawberry; Vanilla Dream; and Chocolate Mint Truffle. The yogurt is scoopable straight from the freezer and has bright packaging with a healthy' image. "The idea was to replicate the soft serve as closely as possible," said Richard Drane md of Taste Trends, which manufactures the products under licence in the UK. The brand is positioned as indulgent, premium and healthy: "As far as we know, it's the only fat free ice cream-type product. Even in the Double Dutch Chocolate variant, the fat content is below trace." The products have been tested for the last year in Harrods and are listed in Costco and 3663. In the US, frozen yogurt now accounts for around one third of the frozen ice cream market. {{P&P }}

Topics