Plum is hoping to challenge Danone and Nestlé in the yoghurt aisle with a new line-up under its organic babyfood brand.

The Fruity Yogurt range, available now from Tesco, Waitrose and Ocado, contains a higher percentage of fruit than its competitors at a minimum of 10%, and is organic and free from added sugar, according to Plum. It comes in three flavours: strawberry & blueberry, mango & peach and apricot & pear. Suitable from 'weaning to walking', the product is sold in the same 55g six-pack format (rsp: £1.79) as the brand's fromage frais range, which has generated £936,000 in sales since launch in January 2009 [Nielsen 52w/e 25 December 2010].

"We are already working on more dairy and chilled dessert options for older babies. It's about time someone showed the big brands what dairy products for babies really look like," said Plum CEO Paul Kaye.