Sales of frozen yoghurt brand Yoomoo have outpaced those of ice cream mini-tubs in its first three months.
The strawberry-flavoured Yoomoo tub secured a higher cash rate of sale - the cash sales per store per week - than any other mini-tub SKU, including ice cream brands Carte d’Or, Ben & Jerry’s and Häagen-Dazs [Nielsen 12 w/e 26 May 2012]. The performance helped the total brand secure £1.7m in sales and a 17.6% share of the mini tubs market in the major multiples over the period.
The total Yoomoo range - which includes four 150ml minipots and three 750ml tubs - added 74% incremental spend to the ice cream category, with 1.34 million pots sold, claimed supplier R&R, which teamed up with the frozen yoghurt brand in March to launch the take-home range into mainstream retail.
R&R backed the retail launch with a £2.4m marketing push including TV advertising from April, print, digital activity and PR. The brand had also been supported heavily with promotions activity in the major grocers.
Brighton-based frozen yoghurt supplier Lick had also grown sales and earlier this month won listings with 10 Co-op Group stores in Hampshire and Sussex for its three flavours in 500ml (rsp: £3.99) and 125ml tubs (rsp: £1.50).