Design consultancy: PearlfisherAdvertiser: General Mills
Executive Summary
The yogurt category is one of the most competitive and dynamic aisles in U.S. grocery stores. Over the past ten years, Yoplait's core, traditional yogurt business was not keeping pace with category growth rates. In addition, Yoplait's position, as the 4th player in the market, was increasingly being challenged by other manufacturers in the Greek yogurt segment.
General Mills challenged Pearlfisher to modernize its yogurt portfolio, reinvigorate the Yoplait brand in an attempt to re-engage key consumers and create an entirely new segment for the category.
Yoplait recognized an opportunity...