Fage is launching a fruity new Greek yoghurt brand to sit alongside its Total Greek range.

Fruyo, which hits go Waitrose on Monday and Ocado later this month, is a blend of fat-free Greek yoghurt and “real fruit pieces” in individual 170g pots (rsp: £1.10/introductory price: 81p).

It will initially be available in four variants - peach, pineapple, vanilla and cherry - with more flavours to follow later this year.

The launch, which marks the first piece of NPD for Fage since it extended its Total Greek Yoghurt brand into split pots in February 2011, will be backed by a social media and digital campaign as well as in-store sampling.

Although the design of the Fruyo packs is reminiscent of Total Greek packs - and they both carry the Fage brand name - Fruyo will be a standalone brand as opposed to a sub-brand of Total Greek.

Fage national account manager Stuart Forsyth said Total Greek had established itself as an authentic, high-protein yoghurt option in the UK, and Fruyo would bring those attributes into the fruit yoghurt category. “Boasting 13g of protein per 170g yoghurt, Fruyo will be a substantial yoghurt upgrade for many,” he said.

Fage MD Nigel Amos added: “We are confident that Fruyo will follow a similar route [to Total] and become a much loved household brand.”

The launch follows Danone’s introduction of single-portion, strained yoghurt pots under the Danio brand in January. Danone initially marketed Danio, made in Poland, as “Greek yoghurt” but had to change its packaging after Fage took out an injunction.

Fage is also embroiled in a legal battle with Chobani over the right to use the term “Greek yoghurt”. The case went to trial in mid-February, but a verdict is not expected until April.

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