In a time of recession, people want their packages bigger, the Tnuva dairy company has concluded, and therefor decided to create on Sunday a new yogurt category in the form of a 500 gram family-size pack called Yoplait YYY.
Tnuva has decided to play it safe with the new Yoplait YYY series, that will come in reusable packaging, and the product will initially be launched only in the more common flavors of strawberry, pineapple, peach, and plain.
The yogurt cup market (both plain and with fruit) in 2008 was estimated at some NIS 987 million ($244.23 million).
Yoplait's financial market share last year in the category of yogurt with extras was 42.3%. In the field of diet yogurt, Yoplait held 52% of the market, and in the plain yogurt market, Yoplait had a market share of 21.4%.
Tnuva believes that as a result of the economic situation, people will prefer to buy family packs, which will be more efficient.
While Yoplait YYY is a new brand and new package, this will actually be a comeback for family-sized yogurt packs, which have become more and more scarce on Israeli supermarket shelves with the introduction of personal yogurt cups.