Mary Carmichael
Mí±²í¼¥r is aiming to maximise yogurt's popularity with teenagers with the launch of a handheld snack called Corner Squeezers.
The newcomer makes the most of the market-leading Corner branding.
And, like the original, it contains separate portions of yogurt and sauce.
However, rather than a pot, the two elements come in tubes which consumers fold together to squeeze both into their mouths at the same time. On shelf early next month, with an rsp of £1.49 (6x64g packs), they are targeted primarily at older children and teenagers ­ an age range that has been neglected by other manufacturers, according to Mí±²í¼¥r. Managing director Ken Wood said the handheld yogurts and chilled desserts sector was worth £28m and was one of the fastest-growing.
"All existing products are aimed at children aged eight and under," he added. "So this is set to unlock massive potential in the sector."
The chilled yogurt and desserts giant leads the UK market with a share of around 40% and its previous innovations include the three for 99p price strategy and products such as Mí±²í¼¥rice.
However, the debut of Corner Squeezers follows the failure of its Organic range.
Mí±²í¼¥r blamed supply issues for this while some pundits said that organic credentials did not fit with the brand's mainstream image.
The yogurt market has been the scene of much brand-switching activity in recent months.
Danone has just bought the beleaguered Shape brand from Uniq for £32m, while Nestl頡cquired the Munch Bunch and Ski portfolios from Northern Foods in February.