Asda has axed a number of brands from its yoghurt lineup as part of a shift in emphasis towards own-label.
Rachel’s Organic is the largest casualty of the cull after Asda ended a relationship dating as far back as 2008 with the Lactalis Nestlé-owned brand. It delisted three 450g SKUs of the brand’s Greek-style yoghurt at the end of March [Brand View], leaving Rachel’s with no presence in the supermarket’s chillers.
Selected products made by Yoplait’s Perle De Lait, Tims Dairy and Dale Farm are among the other branded yoghurts to be delisted as part of the review.
To replace the brands, Asda has introduced 17 own-label alternatives in recent weeks. Newcomers include two new high-protein yoghurts in blueberry & pomegranate and strawberry flavours (rsp: £1/100g).
The retailer has also introduced new low-fat yoghurts in five flavours (rsp: £1/120g to 125gx4).
A spokeswoman for Asda said it had “refreshed and streamlined” its yoghurt offering in order to “remove some duplication whilst increasing choice across own brand”. This included the launch of a new range with “added benefits such as vitamin D, added protein and lower calories, all at a competitive price”.
She added feedback from consumers had been “hugely positive”. “We’re continuing to see growth across the range.”
A spokeswoman for Rachel’s Organic said: ”Rachel’s had been running a limited trial of the three yogurts in 59 Asda stores nationwide since June 2016. While successful from our perspective, the trial period has now come to an end and subsequently, the products have now been removed from shelves.”
The revamp follows an overhaul of Asda’s dairy aisles last year with in-store marketing and PoS promoting its links to farmers.
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