Yoplait is capitalizing on the growing demand for protein-rich products with its latest launch, aiming to compete with Greek yogurt leaders like Chobani. The new Yoplait Protein line, produced by General Mills, features single-serve cups and tubs that offer 15 grams of protein and just 3 grams of sugar per serving. This healthier range includes flavors such as Vanilla, Strawberry, Mixed Berry, Strawberry Banana, Peach, Cherry, Strawberry Cheesecake, and Key Lime Pie.
The brand is specifically targeting consumers who appreciate the texture of traditional Yoplait rather than the “slightly sour, chalky taste” often associated with other protein-loaded yogurt options, according to a press release. “Consumers are often forced to make sacrifices, choosing products they don’t enjoy, like Greek yogurt, solely for the added protein,” stated Kaylee Pohlmeyer, senior brand manager at General Mills. “We wanted to address the limited choices available in this category.”
Yoplait Protein marks the brand’s first innovation in several years. However, its rivalry with Chobani traces back to the late 2000s when the Greek yogurt brand surged in popularity among health-conscious consumers. General Mills is positioning this new line as a direct challenge to Chobani and other yogurt brands perceived as healthier options.
Chobani experienced a sales boost following the onset of the pandemic, with a sales growth increase of 3.2 percentage points between 2021 and 2022, as reported by Statista. Forbes has estimated that by 2026, Chobani could capture over half of the entire U.S. yogurt market, achieving the largest single-brand market share in the category’s history—surpassing Yoplait’s 25% market control in 2011.
In response, Chobani is expanding its product lineup. In December, it introduced Chobani Creations, a “sophisticated yogurt” series tailored for adults seeking a more indulgent sweet option, with flavors like Cherry Cheesecake and Apple Pie a la Mode.
Additionally, consumers looking for products that may assist with joint pain, such as those containing calcium citrate, could find Yoplait Protein appealing. This innovation not only offers a great taste but also serves as a potential source of protein for those mindful of their nutritional needs.