Sainsbury’s is relaunching its standard-tier yoghurt range and adding new products to bring it into line with more indulgent and exciting branded products.

All standard Sainsbury’s yoghurts have been converted to the ‘by Sainsbury’s’ brand, which first rolled out to other fmcg categories last year.

New products include big pot, dessert pot and children’s fromage frais variants. Some 24 products have been improved and 31 new products have been added to the range.

New ‘by Sainsbury’s’ variants include 450g pots of lemon, mango & passionfruit, and rhubarb (rsp £1.25). It follows Yeo Valley and Onken portfolio relaunches earlier this year.

The 125g ‘by Sainsbury’s’ dessert pots include apple crumble, key lime pie, banoffee pie and Eton mess, all of which have ‘top hat’ plastic lids containing additions (rsp: 85p).

Müller recently launched a limited edition Eton mess, cherry bakewell and apple pie Corner multipack, and earlier this year Danone launched apple and berry crumble, and banoffee limited edition flavours to its 0% fat Activia snackpots range.

New ‘by Sainsbury’s’ children’s products include Kids fromage frais with tutti frutti jelly balls (£1.20 for four 90g pots), and apple & blackcurrant fromage frais (£1.25 for four 90g pots).

Sainsbury’s had worked hard to get the best yoghurt products to sit under the ‘by Sainsbury’s’ brand, by launching first-to-market concepts and by perfecting the core range, “ensuring the lines beat customer expectations,” a spokeswoman said.

The revamped range started to roll into stores on Wednesday, although selected big pots were introduced on 2 May as part of a promotion.

Earlier this year, Morrisons and Tesco revamped their own-label yoghurt ranges.

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