Dive Brief:
- The Häagen-Dazs ice cream brand is entering the yogurt aisle with the debut of Häagen-Dazs Cultured Crème.
- The General Mills product is available in six flavors: Vanilla Bean, Strawberry, Coffee, Lemon, Blueberry and Black Cherry. The offering is made with fresh milk and cream, real fruit and ingredients, such as bourbon vanilla beans sourced from Madagascar, handpicked strawberries, whole wild blueberries and Colombian cold brew coffee.
- General Mills’ decision to bring Häagen-Dazs into yogurt continues the push by food makers to tap into the equity of an existing brand in order to bring it into a new category.
Dive Insight:
General Mills is no stranger to yogurt.
The maker of Cheerios and Nature Valley is among the largest players in the category with its Yoplait line. In 2017, it expanded Yoplait into premium yogurt with Oui by Yoplait, which uses simple ingredients such as whole milk, pure cane sugar and real pieces of fruit. It comes packaged in individual glass pots.
Häagen-Dazs, which has carved out a niche using real premium ingredients in ice cream, is bringing the same philosophy to yogurt. Häagen-Dazs already has a reputation in ice cream so a move into another adjacent dairy category should be well received by consumers. It will bring the brand head-to-head with other premium offerings, including Greek yogurt giant Chobani.
Häagen-Dazs Cultured Crème is slow crafted, utilizing a fermentation process that is up to five times longer than what traditional yogurt uses to create a thick, creamy texture reminiscent of ice cream, General Mills said in a press release. Cultured Crème also uses a unique blend of dairy cultures that offer a smoother taste experience, unlike the slightly sour flavor of traditional yogurt.
The process allows Häagen-Dazs to tap into its expertise in ice cream while bringing a product to market that is different enough from most other items already found on store shelves.
“We are thrilled to introduce a new experience to the yogurt aisle this summer through the luxury of Häagen-Dazs,” Benjamin Myers, senior brand manager at General Mills, said in a statement. “From the smooth, creamy texture to the delicious, premium flavors, our new Häagen-Dazs Cultured Crème inspires anytime indulgence.”
The $7 billion U.S. yogurt market remains strong. In North America, the category is projected to post a compound annual growth rate of 3.9% between 2022 and 2027, according to Mordor Intelligence.
The data analytics firm noted during the pandemic that there was a change in consumers’ buying behavior as they preferred healthier products rather than chemically composed products. Häagen-Dazs Cultured Crème’s short list of premium ingredients leans into this shift.
The idea of introducing a premium yogurt at a time when food prices are high due to inflation might seem counterintuitive. But consumers have shown a penchant to pay more for a product that gives them a unique experience or comes loaded with attributes that are important to them. Food makers have taken notice.
Sovos Brands added a brick-oven-crust pizza to the Rao’s Homemade, which already includes sauce and pasta, last August. The pizzas are made with San Marzano Italian tomatoes, freshly sauteed garlic and onions, and fresh basil.
And earlier this year, Dave’s Killer Bread entered bars with the same product attributes the brand is known for: organic and Non-GMO Project certifications, and an ingredients list that does not include high fructose corn syrup, bleached flour or artificial components — including preservatives, colors and flavors.
