General Mills launches yoghurt line in China

GENERAL MILLS has entered China’s $10-billion yoghurt market with three of its popular lines: Perle de lait is a thick and creamy French-style yogurt; Panier de fruits is the first fruit on the bottom yoghurt in the category, and O'Fruit is a drinkable yoghurt with big fruit pieces that requires an extra-large straw to drink, are now available in retail stores in Shanghai.

"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 yogurt business. Yogurt 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 research, and sales continue to increase at double digits.

The company 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."

According to General Mills, the introduction of Yoplait to China is by far the largest since it assumed 51% stake in Yoplait S.A.S. in 2011. The remainder is held by French company Sodiaal. The Yoplait brand enjoys $4 billion in global retail sales and is available in more than 50 markets. It is the No. 2 player in the $83 billion global yoghurt category.