The Collective Brekkie range

Source: The Collective

The NPD will come in three flavours: Mango, Passion Fruit and Raspberry

Gourmet yoghurt brand The Collective is to make its first move into the breakfast category with the launch of a ‘Brekkie’ range of split pot yoghurts.

Coming in three flavours – Mango, Passion Fruit and Raspberry – the new products will contain The Collective’s unsweetened ‘Straight Up’ yoghurt, a fruit compote and an ancient grain granola consisting of puffed buckwheat, amaranth, quinoa and linseeds.

The Collective also claims the trio will have 30% less sugar than the average on-the-go breakfast yoghurt.

The new range (rsp: £1.30/135g) will roll out nationwide into Sainsbury’s from 6 January before appearing in other retailers.

“I’m so excited for The Collective to take on the breakfast yoghurt category with our new range of Brekkie split pots,” said the brand’s co-founder Amelia Harvey.

“We’ve taken real consumer insight to develop a product which means you don’t have to compromise on taste and convenience for a healthy breakfast option, made with the finest natural ingredients and minimal sugar to achieve the great taste we are known for.”

It follows a busy 2019 for The Collective. It released a kefir range for kids in January and a limited run of cocktail-inspired yoghurts over the summer. The brand also climbed from 15th to 13th largest in the yoghurt category in 2019, with value sales up 13% to £35.5m [Nielsen 52 w/e 7 September].