Yoplait relaunches YOP to capitalise on dairy drink resurgence

Yoplait has announced a comprehensive brand relaunch for its drinkable yogurt range, YOP, as the company moves to capture a larger share of the rapidly expanding dairy drinks category.

The relaunch, which includes a total visual overhaul and an optimised recipe, is a direct response to a significant shift in consumer behaviour. After years of steady performance, the on-the-go dairy segment is experiencing a major resurgence, driven by a younger generation of snack-oriented consumers seeking high-protein, convenient nutrition.

The dairy drinks category is currently one of the fastest-growing sub-sectors in the chilled aisle. YOP has benefitted immensely from this trend, reporting double-digit value growth over the past year. By refreshing the brand now, Yoplait aims to transition YOP from a nostalgic lunchbox staple into a modern lifestyle beverage.

The new-look packaging moves away from traditional dairy cues in favour of a vibrant, minimalist aesthetic. The bold typography and high-contrast colours are designed for maximum shelf standout, specifically targeting Gen Z and Millennial shoppers who prioritise Instagrammable and functional packaging.

Beyond the visual update, Yoplait has refined the product’s nutritional profile to align with modern health trends. The reformulated YOP range now emphasises:

• High protein content: supporting the active lifestyle mission of its target demographic.
• Calcium and Vitamin D: maintaining its core strong bones heritage but presented through a modern wellness lens.
• Reduced added sugar: meeting the tightening health requirements of UK retailers and health-conscious parents.

“Almost 7 million bottles of YOP were sold in 2025, and the brand is on the cusp of returning to its immense popularity seen in the early 2000s,” explains Ewa Moxham, UK head of marketing for Yoplait.

“Now is the time to give the brand a modern refresh to ensure it really pops on-shelf, appeals to teenagers and young adults with an impactful marketing campaign and ensure as many of our consumers try YOP’s unique taste and texture.”

The new-look YOP is positioned as a high-frequency purchase opportunity. The brand’s ability to bridge the gap between a breakfast-on-the-go solution and a post-gym recovery snack makes it a versatile asset for chilled impulse units and meal-deal integrations.

In line with Yoplait’s broader ESG commitments, the new YOP bottles are made from 100% recyclable materials. The brand is also working to increase the percentage of recycled plastic (rPET) in its containers, appealing to the eco-conscious values of its younger target audience.