Hain Daniels is relaunching its Greek Gods brand of Greek-style yoghurts less than a year after its UK debut, putting the range in smaller pots to better cater for the needs of British consumers.
Hain has temporarily pulled Greek Gods from Sainsbury’s - where it has been stocked exclusively since its launch last September - to change the packaging from the current 680g pots (rsp: £3), which it also uses in the US, to new, UK-specific 450g and 175g pots.
The new packs will go into Sainsbury’s on 14 August. Hain is also adding a new variant - honey & walnut - to the range. Retail prices for the new packs have yet to be announced.
Brand marketing director Shirna Ferrers said the 680g format worked well in Greek Gods’ US home territory but had proved “too daunting” for UK consumers. “We’ve decided to make some changes to better reflect what British consumers are looking for,” she added.
The relaunched Greek Gods would continue to be exclusive to Sainsbury’s for the time being, but Hain would look to expand distribution eventually, Ferrers added. In the US, Greek Gods is one of the leading Greek-style yoghurt brands, worth about $80m. When it launched in the UK last year, Hain said it hoped to get 10% of the UK Greek-style yoghurt market “reasonably quickly”. It declined to give a sales update.
Hain is the second US yoghurt maker to have changed its packaging since launching in the UK. Last December, Chobani removed ‘Greek’ from the on-pack description of its US-made strained yoghurts during a legal spat with Total Greek Yoghurt maker Fage over the term ‘Greek yoghurt’.
The High Court subsequently sided with Fage in finding Greek yoghurt had to be made in Greece, but the case is set to go to appeal later this year.
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