Yogurt brand Yoplait has unveiled a new-look for its YOP range for the first time in over 20 years supported by a big new six-figure marketing and sampling campaign in a bid to gain on-shelf stand out, drive appeal with its teenage and young adult core consumers and accelerate brand growth.
YOP is experiencing a resurgence in popularity and benefiting from the growth of the dairy drinks category. As the only drinking yoghurt on the market, it offers a true point of difference with a unique taste and texture. Currently worth £10.3 million and growing in value at +12 per cent YOY and +16 per cent YOY in volume terms, YOP is becoming a true stand-out brand.
“Almost seven million bottles of YOP were sold in 2025, and the brand is on the cusp of returning to its immense popularity seen in the early 2000s,” said Ewa Moxham, UK Head of Marketing for Yoplait.
“Now is the time to give the brand a modern refresh to ensure it really pops on-shelf, appeals to teenagers and young adults with an impactful marketing campaign and ensure as many of our consumers try YOP’s unique taste and texture.”
With a £600,000 investment and kicking off in April, the new “Put a Yop to it” campaign has been designed to tap into stressful, noisy and often pressurised lives that teenagers and young adults now experience: social media bombardment, exams, work and keeping up with the latest trends.
The campaign will run across social and digital to ensure it is integrated into everyday routines whilst driving footfall to stores through out-of-home advertising. An in-store shopper campaign will drive purchase conversion.
YOP is available in Strawberry, Raspberry and Mango & Pineapple flavours in 825g and 500g bottles.