Yeo Valley is hoping to increase organic yoghurt's appeal to the wider market with a new range of pots.

The four-yoghurt multipack is designed to meet consumer desire for less packaging and waste. There are nine variants, including whole milk strawberry, limited-edition cherry, fat-free probiotic and Greek.

It is the first time Yeo Valley has sold single-flavour four-packs, after research revealed shoppers often threw away their least favourite flavour.

The pots, which are individual rather than tear-apart, are made from 80% recycled plastic, with a fully recyclable cardboard sleeve.

The multipacks will be on shelf from mid-June (rsp: £1.69). The launch will be backed by price promotions and a TV, radio, press, poster and PR campaign.

"We have made consumer choice easier, reduced home wastage and made recycling far easier to achieve," said head of brand marketing Ben Cull.

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