General Mills has launched its Yoplait yogurt brand in China. According to a press release, three new yogurt lines will be rolling out in hypermarkets, supermarkets and convenience stores in Shanghai. They are:
“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 is a $10 billion category in China according to Euromonitor, and General Mills is focusing Yoplait’s initial launch in Shanghai and will grow the brand through a city-by-city approach.
“With the tremendous economic growth in China, consumers are increasingly demanding better quality and experience of foods,” said Gary Chu, Senior VP and President of General Mills Greater China.
Chu added, “Chinese consumers like the health benefits of yogurt 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 the company, this launch in China is the largest expansion of the Yoplait International brand since General Mills assumed a 51% controlling interest in Yoplait S.A.S. in 2011.