Yoghurt brand The Collective has made its first venture into the high protein segment with the launch of Pro-yo, a range of yoghurt pouches in coconut, berries and strawberry flavours.
The pouches, due to launch into Tesco, Waitrose, Ocado and Boots from early June (rsp: £1.35/125g), contain a blend of Collective yoghurt and quark. Co-founder Amelia Harvey said at 11.2g protein per 100g, they had more protein than any other yoghurt in the UK.
Pro-yo marked the brand’s first move away from gourmet live and children’s yoghurts and aimed to “demystify protein”, particularly for women, Harvey added.
“We have seen a huge rise of protein products hitting the market in recent years, but I felt some of these products compromised on taste and were very functional,” she said.
“Protein products can be a bit scary to understand, which can be off-putting, especially for a lot of women. We created Pro-yo and put it in a pouch format to make it very easy to eat on the go, a quick nutritious snack for anytime of the day.”
The Collective has teamed up with Harley Street nutritionist Rhiannon Lambert for a digital campaign to promote the launch in a bid to educate consumers about protein and “challenge misconceptions”.
It has also created a new website hub providing all information on the product, when to consume protein and how much people need every day, and will also be running a summer-long sampling drive hitting gyms, supermarkets and workplaces.
More flavours were planned for the range if it proved successful, Harvey said.
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