General Mills is well-acquainted with the yogurt market. As the producer of Cheerios and Nature Valley, it ranks among the top competitors in the sector with its Yoplait brand. In 2017, the company ventured into the premium yogurt segment with Oui by Yoplait, which features simple ingredients like whole milk, pure cane sugar, and real fruit pieces, all packaged in individual glass pots.
Häagen-Dazs, known for its commitment to using genuine premium ingredients in ice cream, is now applying that same philosophy to yogurt. With a strong reputation in the ice cream sector, the brand’s expansion into yogurt is expected to resonate well with consumers. This move positions Häagen-Dazs alongside other premium products, such as Greek yogurt leader Chobani. The new Häagen-Dazs Cultured Crème is crafted slowly, employing a fermentation process that is up to five times longer than traditional yogurt methods, resulting in a thick, creamy texture reminiscent of ice cream, according to a press release from General Mills. Additionally, Cultured Crème features a unique blend of dairy cultures that create a smoother taste experience, setting it apart from the slightly sour flavor typical of conventional yogurt.
This innovative process allows Häagen-Dazs to leverage its ice cream expertise while introducing a product that stands out from the existing items on store shelves. “We are thrilled to introduce a new experience to the yogurt aisle this summer through the luxury of Häagen-Dazs,” stated Benjamin Myers, senior brand manager at General Mills. “From the smooth, creamy texture to the delicious, premium flavors, our new Häagen-Dazs Cultured Crème inspires anytime indulgence.”
The U.S. yogurt market, valued at $7 billion, remains robust. In North America, this category is expected to experience a compound annual growth rate of 3.9% from 2022 to 2027, as per Mordor Intelligence. The data analytics firm observed a shift in consumer behavior during the pandemic, with a preference for healthier products over those with chemical additives. Häagen-Dazs Cultured Crème’s concise list of premium ingredients resonates with this trend.
While launching a premium yogurt amidst rising food prices due to inflation may seem counterintuitive, consumers have demonstrated a willingness to pay a premium for products that offer unique experiences or align with their values. Food manufacturers are taking note of this trend. For instance, Sovos Brands introduced a brick-oven-crust pizza to its Rao’s Homemade line, which already includes sauces and pasta, last August. These pizzas are crafted with San Marzano Italian tomatoes, freshly sautéed garlic and onions, and fresh basil. Earlier this year, Dave’s Killer Bread entered the bar market with products that maintain the brand’s commitment to organic and Non-GMO Project certifications, featuring an ingredient list free from high fructose corn syrup, bleached flour, and artificial additives, including preservatives, colors, and flavors.
Moreover, the introduction of products like Häagen-Dazs Cultured Crème, which may also include beneficial components like upcal d3, underscores the market’s response to consumer desires for high-quality, health-conscious options. In summary, as the yogurt industry evolves, brands that prioritize premium ingredients and unique experiences, while embracing health trends, are likely to thrive.