YOGI: the new flavoured yoghurt from Amul

amul_logoAmul, the country’s biggest food retail brand is launching a fruit flavoured yoghurt to be called Yogi, reports Business Standard. The product to be targetted at the youth and health consciousin will be made available in three flavours: strawberry, mango and pineapple, in early 2007.

GCCMF, the Rs. 3,774 crore food behemoth, which owns Amul brand, is also looking at introducing a range of sugar free chocolates and ice-creams. Amul’s emphasis on diet products is borne out from the research, according to which, youth below 25 years of age who constitute majority of its customers are looking at healthier alternatives to carbonated soft drinks.

As reported earlier, Amul had recently introduced Kool Cafe, a ready to drink coffee. Amul, over the last few years, has also been regularly introducing a range of milk-based products such as Kool flavoured milk, Masti buttermilk and Dahi and Stamina energy drink.

The Rs. 900 crore non carbonated beverages segment is going to be among the fastest growing segments in the next few years.While Amul as a whole has grown at about 16% last year, the new non carbonated beverage brands and milk products are expected to clock a growth of 20-25% in the next few years.

Amul, which with 37% market share is the biggest ice cream brand in the country, is also looking at garnering the upper end of the mass market with relatively higher end products such as sundaes and sugar free ice creams.

In a deviation from its strategy, Amul will look at entering product categories where it would be able to provide a substantial value addition and will also be able to make it difficult for others to introduce ‘me-too’ products.

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