Category Captain: Frozen Fruit/Smoothies: General Mills
General Mills is leading profitable growth in the $411 million frozen fruit/smoothie category through the introduction of new items, strong brand-building support and a comprehensive consumer support plan that drives not only its Yoplait brand, but also the entire category.
The growth of the Yoplait Smoothie line represented more than 40 percent of total category growth and has solidified Yoplait as the leader in the category. Since General Mills launched Yoplait Smoothie in September 2009, the brand has captured four times the sales of its closest competitor.
Armed with a goal of bringing the goodness of Yoplait’s yogurt’s live active cultures to the freezer, General Mills has enabled consumers to embrace a line of innovative, health-oriented products. Focusing on taste, nutrition and convenience (just add milk and blend), Yoplait Smoothies added a new Chocolate Banana variety to its original core flavors of Triple Berry, Strawberry Banana, Strawberry Mango Pineapple and Blueberry Pomegranate to bring new users to the category. Also new to the category, 30-calorie Yoplait Frozen Yogurt Bites are a handy snack that feature a coating of General Mills’ legacy Nature Valley granola, with yogurt and fruit inside.
Yoplait Smoothie is driving heightened levels of category awareness for consumers, and is the only smoothie brand investing nationally to grow the category. In addition to TV support, there are digital support, five FSIs, sampling, in-store point-of sale advertising and media promotions with high-profile platforms like “Box Tops For Education” and the “Biggest Loser” television series.
While the frozen fruit/smoothie category has seen relatively flat sales in recent years, Yoplait Smoothie has reinvigorated the category: 60 percent of Yoplait Smoothie buyers are new to the category, which translates into 4 million new households.