Liberte Excellence caramel

Yoplait has expanded its Liberté yoghurt range with the launch of Liberté Excellence, aimed at consumers “seeking to balance treat and health”.

Excellence is a range of ‘indulgent’ thick and creamy strained yoghurts made using milk and cream, served on a layer of lemon or salted caramel (rsp: £2/440g each). Each pot contains approximately four servings at less than 150 calories per 100g and 9% fat. The caramel SKU contains 12.9g sugar per 100g, while the lemon yoghurt contains 13.5g of sugar. 

The range started rolling out into Asda stores at the end of last month, and launched into Waitrose last week. A blackberry variant is also in production, but is yet to secure any supermarket listings.

The General Mills-owned brand is investing in a £3m mass media advertising campaign to support the launch. The campaign, dubbed ‘The Taste’ showcases serving suggestions for Liberté products across a number of occasions.

“Liberté is currently experiencing strong growth momentum in the UK, with value growing 26% during the past 12 weeks [IRI, w/e 7 October 2017],” said brand manager at Yoplait UK Samuel Horner.

“We are confident the Excellence range will continue this growth trajectory and unlock incremental yoghurt consumption at moments when shoppers are seeking permissible indulgence.”