Danone has launched a range of Icelandic-style skyr yoghurts under its Light & Free brand in a bid to extend its reach in the millennial market.
Available in Raspberry Razzle and Blueberry Blast flavours, the fruity single-serve pots (rsp: £0.95/150g) hit Tesco shelves last week.
The French-produced 0% fat yoghurts contained no added sugar and were sweetened instead with stevia extract, the brand said, while both variants claim 14g of protein and 81 calories per 150g pot.
“With our new skyr Icelandic-style yoghurt, we’re able to offer consumers a convenient and delicious way to snack, tapping into this growth area,” said brand marketing manager for Light & Free Prabha Cheemalapati.
Growing demand for skyr yoghurt, which is naturally high in protein, has prompted a wave of NPD from big brands. Danone’s pots will go head to head with Arla’s established Icelandic-style skyr range in Tesco, while Graham’s unveiled five skyrs last month, securing listings in Sainsbury’s and Aldi north of the border.
Danone has agreed exclusivity for the new range with Tesco until March, having made similar deals with retailers on its Oykos, Actimel and Activia brands.
“Having strong relationships with retailers is a key priority for Danone,” said a spokeswoman. “We continuously work to grow our understanding of shoppers’ needs. This allows us to continue to leverage the scale of our brands in-store and work with the rising demand for differentiation.”