Yoplait UK is strategically focused on one of the most rapidly expanding segments within the dairy sector—high-protein white yoghurt.
General manager Antoine Hours views this category as a lucrative opportunity, ready to be leveraged for growth. “High-protein yoghurt is booming, expected to exceed £700m (€807m) in value next year and growing at 25% year-on-year,” he remarks, sharing insights from France after a holiday.
Despite a slight decline in the UK yoghurt market recently, it was valued at £2.8bn in 2024 (Mintel). Notably, sales of adult yoghurts have increased, climbing by £177.5m in value and 6% in volume in the 52 weeks leading up to February 2025 (Kantar).
Although Yoplait is primarily recognized for its children’s brands in the UK, such as Petits Filous and Frubes, the robust performance of the adult market is appealing to Hours. “We launched Yoplait Skyr in the UK in April,” he explains, highlighting the company’s strategy to align with the growing consumer preference for protein-rich yoghurts that are typically fat-free or low-fat.
“It’s early days, but results are very positive. In France, Skyr is the biggest SKU in the fresh dairy category. Ireland launched 18 months ahead of us and experienced significant success.”
The increase in adult yoghurt sales is predominantly attributed to breakfast consumption. “Consumers are moving away from traditional breakfasts and turning to high-protein, low-fat yoghurts like Skyr, often mixed with cereals and dried fruits,” he adds.
In contrast to other grocery categories, innovation in product formats is driving growth in the adult yoghurt segment rather than flavor varieties, as Hours clarifies: “Skyr is going to be the big focus, and here we’re playing on format – 1kg format packs, potentially with flavours.”
Innovative format options are generating additional sales. “It’s where NPD can drive incremental business. The 825g Skyr format for home consumption of strawberry generated substantial incremental business for us. Success often comes from identifying the right format.”
As a result of heightened consumer interest, yoghurt finds itself in a favorable position, allowing for expanded presence across supermarket shelves amid rising sales.
Yoplait UK’s Business Strategy
“Inflation is stabilising, allowing us to shift discussions with retailers from pricing to innovation and shelf space. We’re focused on incremental distribution and new listings,” Hours explains.
“We’re collaborating with retailers to ensure they have an appropriate assortment, and that’s driving success.”
His extensive experience in senior brand and marketing roles at Danone’s divisions across Europe, Russia, and Asia has equipped him with vital retailer relationship skills. Additionally, he has notable experience with McDonald’s Corporation and Warner Brothers Entertainment.
Currently, he is firmly positioned within the dairy sector at Yoplait UK, where he’s been general manager since last spring.
In the 18 months he’s been in this role, he has established a clear objective: “I want to leave the kids’ business healthier than I found it and achieve success in adult categories. Transforming the company through new category expansion would be a point of pride.”
However, he acknowledges the challenges that Yoplait UK faces in achieving his ambitious goals. Rising costs are a pressing issue— and the UK’s children’s yoghurt market is grappling with negative perceptions surrounding sugar and ultra-processed food (UPF), creating competition from various categories, including biscuits.
“Affordability is key, especially for kids’ yoghurts. We’re striving to absorb inflation and maintain price accessibility,” he asserts and mentions that Brexit has complicated importing from France, although not to a concerning extent. “But the UK category remains healthy.”
“Kids remain our heartland. We’re investing over £2m in Petit Filous this year, focusing on essential nutrients like calcium and vitamin D. We’re also reducing sugar, down 30% over 10 years.”
Nevertheless, while the reduction of sugar presents clear benefits, it must be implemented carefully to avoid alienating customers, he notes.
The children’s product line is a crucial component of Yoplait UK’s portfolio, often leading new product development (NPD) efforts across the company and frequently inspiring initiatives in other Yoplait locations.
Expanding Drinkable Yoghurt
Hours readily acknowledges the potential for leveraging successful approaches from other Yoplait markets, expressing, “I copy with pride when it makes sense.”
He is particularly interested in the success of Liberté in Canada, which Yoplait recently acquired. Could he replicate the successes of the brand in the UK market?
“I think it’s not that it’s not going to work, but in Liberté Canada, they’ve managed to grow this brand very well,” he remarks, though remaining somewhat reticent about specifics.
He believes that there are substantial growth opportunities for Liberté in the UK, alongside potential gains in convenient adult formats, especially in the drinkable yoghurt sector.
“Convenience is a major macro trend,” he explains, noting, “Drinkable yoghurt is expected to become a £670m category in the next three years, growing double digits month after month. Our Yop brand is central to this.”
This growth in drinkable yoghurt is particularly pronounced among women in Europe, also addressing gut health.
Yoplait has heavily invested in developing new drinkable formats while also enhancing their sustainability initiatives by transitioning to PET bottles for recyclability.
“We’ve done a lot of work on packaging across our brands and moved to PET to ensure the yogurt cups business is sustainable. We’re committed to making 100% of our packaging recyclable by the end of the year. There’s a lot of focus on that,” he emphasizes.
Navigating the complexities facing Yoplait UK today, Hours maintains a clear vision: to strengthen leadership in kids’ nutrition while concurrently unlocking new growth avenues through high-protein and drinkable formats.
With Skyr gaining momentum, Yop expanding in convenience, and significant sustainability investments reshaping packaging, Hours has positioned Yoplait UK to effectively capitalize on evolving consumer trends and demands.
