General Mills launches Yoplait brand in China
9 June 2015 • Author(s): Victoria White
General Mills has launched its Yoplait yoghurt brand in China.
Three new yoghurt lines will be rolling out in hypermarkets, supermarkets and convenience stores in Shanghai, giving consumers new options in China’s premium yoghurt market: Perle de lait, Panier de fruits and O’Fruit.
“Our entry into China with Yoplait is a major milestone in General Mills history,” said Ken Powell, General Mills chairman and chief executive officer. “We’re excited about the prospects for growth across our global yoghurt business. Yoghurt has been one of the hottest food categories in the world over the past decade. We like our positions in key developed markets, and we see plenty of room for future growth as category consumption continues to develop in emerging yoghurt markets.”
Yoghurt is a $10 billion dollar category in China
According to Euromonitor, yoghurt is a $10 billion dollar category in China, with sales growing at a double-digit pace. General Mills is focusing Yoplait’s initial launch in Shanghai and plans to grow the brand through a city-by-city approach before expanding geographically.
“With the tremendous economic growth in China, consumers are increasingly demanding better quality and experience of foods,” said Gary Chu, senior vice president and president of General Mills Greater China. “Chinese consumers like the health benefits of yoghurt and we are thrilled to add our world-class Yoplait products to our growing portfolio of brands and products that Chinese consumers have come to love and trust.”
Yoplait’s entry into China is a significant step forward in building the global Yoplait brand
Yoplait’s launch is China is the largest expansion of the Yoplait International brand since General Mills assumed a 51% controlling interest in Yoplait S.A.S. in 2011. Sodiaal, the leading French dairy cooperative, continues to hold the remaining ownership stake.
“We are thrilled to share the great taste and quality of Yoplait with Chinese yoghurt lovers. We’re confident they’re going to love Yoplait,” said Olivier Faujour, president of Yoplait International.
Yoplait’s entry into China is a significant step forward in building the global Yoplait brand. With nearly $4 billion in retail sales worldwide and available in more than 50 markets, Yoplait is the No. 2 player in the $83 billion global yoghurt category.
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