The milkman didn’t deliver much this week. The cheese, butter and ice cream man had nothing on his truck. Yoplait's yogurt brands represented the dairy category in this week’s free-standing inserts.
FSI report for the week beginning March 27, 2011
The milkman didn’t deliver much this week. The cheese, butter and ice cream man had nothing on his truck. Yogurt represented the dairy category in this week’s free-standing inserts.
General Mills’ touts the nutritional properties of its Yoplait, Yoplait Light, Yoplus, Greek yogurt, Fiber One and GoGurt in various FSIs. The activity breaks down as:
- Yoplait goes head-to-head with Dannon’s Activia. Yoplus touts its higher levels of fiber and two antioxidants (vitamins A and E) compared to its competitor.
- Yoplait states “Help Close the Calcium Gap” with its yogurt containing twice the calcium of the leading brand and 50% of the Daily Value (compared to 20% for the leading brand).
- Yoplait Greek yogurt claims in two separate FSIs it has twice the protein (14 grams) of the leading yogurt. SKUs are now offered in four-packs, and the maker announces a new flavor: honey vanilla.
- Yoplait Light continues to promote its two-week tune-up diet, instructing shoppers to go online for details and to visit the brand’s Facebook page.
- Yoplait Kids contains 25% less sugar than the leading yogurt for children, according to its FSI.
- GoGurt freezable yogurt offers 75 cents saving on two SKUs.
- Fiber One proclaims “great taste, zero guilt” and highlights a serving’s 50 calories, 5 grams of fiber and 0 grams of fat.
In the only other dairy-related activity, GFA’s Smart Balance dangles a $2 coupon for its fat-free and lactose-free SKUs. Both milks contain omega-3s.
Return to the blog home page to read FSI reports from previous weeks.
View a slide show of all of this week’s free-standing inserts below (as well as FSIs from previous weeks).
