After losing ground to the Greek yogurt market General Mills’ Yoplait brand is once again growing, boosted by a reformulation that reduced sugar content by 25% in combination with a new marketing campaign. The result was 1% growth for the brand as a whole during the first two quarters of 2015, the first increase in three years, reported Star Tribune.
The brand’s biggest boosts came from Yoplait Original, with sales up 12.4% in the year ended Feb. 21, along with Yoplait Greek, with a 39% gain during the same period. The growth improved Yoplait’s position in the Greek yogurt market, the largest share of overall yogurt, from 10% to 12% in the most recent quarter.
The only part of the brand having trouble was Yoplait Light, which experienced a 12.1% sales drop. The loss was attributed to an overall decline in weight loss product sales across all categories.
The sales bump comes at a time when the yougurt market as a whole is slowing down, with overall U.S. sales growing 3.4% in 2014. The segment grew 7.8% during the previous year.