Danone’s Greek-style yoghurt brand, Oykos, has expanded its range with the launch of a vanilla-flavoured variant.
Oykos ‘Oh So Heavenly Vanilla’ started going on sale last week in Asda, Morrisons and Ocado, and will be rolled out to other retailers before the end of the month. It follows the recent launch of a ‘Devilishly Salted Caramel’ flavour (rsp: £2.39/4x110g for both variants).
The new products are designed to appeal to the after-dinner treat market and will be supported by a new TV ad, airing on 21 September and starring TOWIE celebrity Mark Wright as one of 10 hunky helpers that consumers can ‘win’ through an on-pack competition.
The on-pack competition follows the success of Oykos’ 2014 Dunk a Hunk campaign, which saw Britain’s hunkiest men immortalised with spoons created in the shape of their torsos, and a 2.3% increase in brand awareness.
“The sumptuously rich and creamy taste of Oykos yoghurt, combined with our Heavenly new flavours, makes it a perfect evening ‘me time’ treat and we know our consumers love it,” said Oykos marketing manager Julia Lowbridge.
In 2015 the brand enjoyed its highest-ever penetration, growing by 29% in value sales and by 46% in volume sales [IRI 52 w/e 18 July 2015].