Yoghurt debut for Ben & Jerry's

Grocer, Oct 22, 2005 by Claire Hu

Tree-hugging indulgence brand Ben & Jerry's hopes to leapfrog its rivals with its first frozen yoghurt range in the UK.

The company believes the trend towards indulgent yet healthy treats means the products have the potential to become as popular in Britain as they are with consumers in the United States.

With less than 3% fat, the frozen yoghurts will "ease the conscience and tickle the tastebuds", said the company

Available initially in two of the best-selling ice cream flavours--Chocolate Fudge Brownie and Cherry Garcia--the range is hitting the multiples now.

It will be supported by a 500,000 [pounds sterling] cinema advertising campaign early next year and a national press campaign running in December.

The range will rival the likes of Yeo Valley's frozen yoghurt but will plug a gap in the market for a mainstream offering, according to UK brand manager Antonia Kaul. Its closest premium rival, Haagen-Dazs, does not currently offer frozen yoghurt in the UK.

"With demand for healthier products increasing, we felt it was the right time we introduced a yoghurt option," she said.

"Frozen yoghurt is a tiny category in the UK but it's huge in the US, where it has been one of our best-sellers since 1989, and we think the market here is heading the same way."

The frozen yoghurt will sell for around the same price as the ice cream, at rsp 3.49 [pounds sterling] for a 500ml tub, and promotional deals are likely to combine both options.

The market-leader in super-premium ice cream [TNS, August 2005], Ben & Jerry's frozen yoghurt will sit in freezers alongside the best-selling ice cream flavours from the company, which include Phish Food and Dublin Mudslide.