Yoplait brings Wildlife adventure to ordinary eating occasions


Yoghurt company Yoplait is set to drive incremental growth this summer by launching a new, affordable four-pack of Wildlife Big Pots.

Previously only available in packs of six, shoppers will now be able to purchase a pack of four, 85g Wildlife Big Pots at an RRP of £1.00. The new offering will ensure that kids’ yoghurts remain an accessible option for families despite the soaring cost of living.

Launching across wholesale channels, followed by Co-op in September, Wildlife Big Pots will be available in Strawberry and Peach, the same well-loved flavours as the popular Wildlife Choobs tubes. The bigger pot formats are the perfect size for older kids aged between 6-12 years.

Currently, the Wildlife portfolio is worth £31.3M, up 5.4 per cent YoY, and has contributed to 46 per cent of the growth in the Kids Yogurt category in the past year. Yoplait’s everyday low price kids’ lines are established in driving incremental growth, with Wildlife and its licensed brands representing 17 per cent of the value share of total UK including discounters.

“We’re bringing fun and adventure to ordinary eating occasions – with everyday low prices!” said Ewa Moxham, Head of Marketing at Yoplait UK. “Increasing inflation is driving a change in behaviour in and out of stores and we want to help shoppers manage these costs whilst still being able to enjoy our delicious yoghurts. Making our Wildlife Big Pots available for only £1 means we can focus on accelerating growth whilst remaining accessible to all.”