>>A monthly look at the most promising newcomers in key grocery categories

n Product: Thomas the Tank Engine Fromage Frais
n Company: Yoplait Dairy Crest
nDistribution level: 62%
nRepeat purchase rate: 31%
Yoplait Dairy Crest’s Thomas the Tank Engine fromage frais has pipped Müller to win the title of rising star in dairy this time round.
The range, which targets pre-schoolers, hit shelves in May and has so far achieved distribution in 62% of possible outlets, according to figures from AC Nielsen. The proportion of consumers trying the products is relatively small at just over 2% but nearly a third of these have bought a second time.
Müller, which dominates the yogurt category, has come a close second and third, with the Amoré yogurt range and the kids’ fromage frais version of its Corners brand, My First Müller Corner, both of which were launched in June.
Amoré is available in more than half of all possible outlets, having reached a peak of 58% in September and October. Just over 2% of consumers have tried the products and nearly 30% of these have gone back for more.
My first Müller Corner has done slightly better in distribution terms and is in more than 60% of possible stores. However, its trial rate is a little lower at 1.8%, with just under 28% buying again.
Danone’s Activia yogurt, launched in August, is still building up distribution, while Yeo Valley’s Ubley range has yet to make an impact.
Elsewhere in the dairy category, Yazoo Chill, Nesquik Fresh are still building distribution, while in spreads Filippo Berio olive oil spread and Flora pro.activ with olive oil have yet to register on ACNielsen’s radar.