#WBD Blog
Apr 3, 2026
Yoplait's YOP new look
Yoplait has unveiled a new look for its YOP range for the first time in over 20 years, designed to gain on-shelf standout, drive appeal with its teenage and young adult core consumers, and accelerate brand growth.
The yoghurt drinks category has seen growth of 61% in value sales year-on-year in the UK, driven by brands including Danone, GetPro and Yoplait. The on-the-go dairy segment is experiencing a resurgence, driven by a younger generation of snack-oriented consumers seeking high-protein, convenient nutrition.
The re-launch is supported by a bold new marketing and sampling campaign to drive appeal with its teenage and young adult core consumers. The reformulated range now emphasises high protein content, calcium and vitamin D, alongside reduced added sugar. The ‘Put a Yop to It’ campaign is designed to tap into the stressful, noisy and often pressurised lives that teenagers and young adults now experience.
**For brands, being in the right place at the right time should never be left entirely to chance. Foresight should be seen as a core competence. Great brands use insight, a future facing mindset and ruthless prioritisation to ensure that they are in position, more often, when trends and changes in behaviour or needs boost category performance. **
Yoghurt drinks are doing well, no doubt driven by their natural healthiness and a current focus on high-protein nutrition. How brands respond to these opportunities to maximise their share of growth is what matters. It makes sense that YOP is looking to maximise this through a brand refresh.
From a #whatbrandsdo perspective it is simple and joined up. Clear audience targeting and a strong core message – ‘Not just the first yogurt you can drink but a snack that contains calcium and vitamin D’ – tells you exactly what the benefit is. For older readers, it is very Ronseal – it does exactly what is says on the tin! The design is vibrant with good standout and branding – including good use of the Yoplait umbrella brand. Flavour colours create a strong range effect, maximising freshness and appetite appeal. All supported with increased investment. The campaign is workmanlike rather than breakthrough, it has a nice call to action, the ‘no limits’ mindset delivers some attitude, and it is well branded.**
