Yoplait has become the latest yoghurt giant to launch a Greek-style yoghurt in the UK.

Liberté Strained Greek Style Yoghurt - a Canadian brand that launched back in the 1930s - hit Sainsbury’s shelves on Wednesday. The range includes a 500g natural pot, as well as four packs (4x100g) in Strawberry Fields and Blueberry Harvest flavours (all products rsp £2.19).

The Liberté range presented a significant opportunity for Yoplait “at a time when consumers are increasingly looking for quality products with a strong heritage, that are simply and skilfully made,” said Claire Simpson, Liberté senior brand manager.

The products contain no artificial sweeteners, colourings or preservatives and are fat-free.

Liberté follows multiple Greek launches over the past two years by fellow yoghurt giants Danone and Müller. US players Greek Gods and Chobani also made their UK debut last year, while Total Greek Yoghurt owner Fage this week announced the launch of a new brand of fruit yoghurts, called Fruyo.

Liberté is currently being manufactured at the Liberté plant in Quebec, Canada.

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