The pace of innovation has been stepped up by nearly every big brand introducing something new to the sector Innovation is the lifeblood of the yogurt and pot desserts market, keeping it refreshed, alive and exciting. This year the pace of development seems to have quickened, with virtually all the major brands coming up with something new. Müller leads the pack after scoring an immediate hit with its cereal version of Corners, the result of its joint activity with Kellogg's. Phenomenal sales have propelled it to the top of ACNielsen's new product ratings monitor compiled for The Grocer, despite being on the market for only a few weeks. "It's been a huge success, achieving between 1.2% and 2% of the total yogurt market within 10 weeks of launch and it's still growing," says managing director Ken Wood." Coco Pops is the best seller of the three, which include Crunchy Nut and Frosties. Usage occasion data is not yet available, but Wood says it has clearly opened up opportunities in the breakfast area, a market largely untouched by yogurt in the UK. Müller now has to keep its eye on Yoplait which has made its first foray into adult yogurt with Best there is!, a range of seven flavours in single 170g pots and two multipacks. Head of marketing Gerry Roads says its 20% fruit content and large chunks exceed anything else on the market ­ the nearest being Marks & Spencer's Extremely Fruity ­ and this, coupled with its four-pack rsp of £1.49 will trade consumers up from economy and standard yogurt. Initial sales exceed expectations, says Roads. A sampling campaign is under way, with further sampling and advertising planned for summer. Yoplait has also branched into organics with Petits Filous Organic Yogurt aimed at children, a step it believes will boost sales by its brand presence in this fast growing area. Ocean Spray has brought the healthy credentials associated with the cranberry brand to bear on a range of low fat yogurt just launched through an alliance with Highgrove Foods. The four flavours ­ classic cranberry, cranberry & raspberry, cranberry & blackcurrant and cranberry & pink grapefruit at rsp £1.35 for 4 x 125g pack ­ are drawn from Ocean Spray's juice drinks range. General manager Sarah Johnson says the range scored highly in pre-launch consumer research, the endorsement of the Ocean Spray brand instilling trust and confidence. In desserts, Onken is hoping to repeat its success in mousse with its new Kids Mousse in 100g single serve pots in three flavours at rsp 35p. It is being supported by a national TV campaign based on Disney's Toy Story film, targeted at children aged between four and nine, in May. St Ivel has gone for versatility in its new Shape Sponge and Custard dessert which can be heated as well as eaten cold from the fridge. Described as low fat, it consists of layers of custard, sponge and fruit purée, and comes in apple & blackberry and raspberry flavours at rsp 99p for a pack of two 120g pots. {{FOCUS SPECIALS }}