Meanwhile, a new Light formulation for probiotic yogurt Yakult has been steadily building up a following. Distribution peaked at more than 70% at the height of January's post-Christmas health-consciousness, although this fell to 64% for the four weeks ending April 19, 2003. Almost 2% of ACNielsen's consumer panel have bought the product and more than 40% of those were sufficiently impressed to buy it again.
Among fromage frais newcomers, Müller Light Halo, launched four months ago, has already made it into two-thirds of possible outlets, with trial rate at 1.5%. About a quarter of samplers have gone back for more.
Rival product Ski Delicious Fromage Frais is showing similar success after six months, with slightly higher distribution but slightly lower trial and repeat purchase rates.
Other new names include Müller Corner Squeezers which hit a distribution high of 71% back in November, although latest figures dropped to 55%. Trial rate is 3.7% and of those, nearly one-third have bought a second time.
Ski Delicious yogurt is available in two thirds of possible outlets after four months. Trial rate is only 1% but more than a fifth have tried it again.