Frozen yoghurt is set for a major boost as R&R Ice Cream launches a take-home range in the supermarkets.

R&R has struck a joint venture deal with frozen yoghurt brand Yoomoo and will be rolling out the Yoomoo-branded range, which includes 150ml minipots and 750ml tubs, on 5 March.

The minipots (rsp: £1.79) are available in four flavours including Angelmoo, which has swirls of blueberry sauce and mixed berries topped with vanilla flavoured pumpkin seeds. The 750ml tubs (rsp: £3.49) include Strawbmoo, Chocmoo and plain Nakedmoo. Each variant uses 70% British yoghurt and is low in fat, with about 150 calories or fewer per serving.

R&R is supporting the launch with a £2.4m marketing push that includes TV advertising from April, and print, digital activity and PR.

Yoomoo, founded in 2010, is currently worth about £3m in retail sales and sells from kiosks across London. It is also listed in David Lloyd gyms and launched its first international store in Athens this month.

The Yoomoo tie-up would widen the appeal of frozen yoghurt to an at-home audience, claimed R&R Ice Cream senior marketing manager Charlotte Hambling.

“There have been a lot of retail openings, but frozen yoghurt is starting to open up to a wider audience,” she said. “It counts for 9% of the total ice cream market in the US so applying that to the UK market equates to a £95m opportunity in take-home.”

The launch follows the exclusive rollout of Yog’s frozen yoghurt range to Waitrose last October and a strawberry frozen yoghurt from Yeo Valley in 2008.

Grocery sales of frozen yoghurt in the UK rose 13% last year to £6.6m [Nielsen 52w/e 24 December 2011]. R&R hopes to double it with Yoomoo, targeting £6.5m of sales in its first year.

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