Magnum Ice Cream Company’s Yasso is making waves in the frozen novelties market with the launch of new frozen Greek yogurt pints. The brand is tapping into consumer demand for healthier indulgence options, and the new product is set to revolutionize the frozen dessert aisle.
Yasso, known for its low-calorie frozen treats, is introducing Greek yogurt in 14-ounce containers. Each pint boasts up to 19 grams of protein and around 400 calories, with no artificial colors, flavors, or sugar alcohols. Currently, the brand is available in bar, poppable, and sandwich formats, but the addition of the pint size expands its offerings.
Lisa Vortsman, Chief Marketing and Innovation Officer in North America for The Magnum Ice Cream Company, expressed excitement about the brand’s expansion. She stated, “This really presents a pivotal moment for us to start to expand the brand. We think it’s just a massive opportunity, and the consumer demand and current market trends are there.”
According to data from Statista, frozen yogurt production in the US totaled 37.8 million gallons last year, down over 50% from 2008. However, the category is poised for a resurgence as consumers seek healthier ways to enjoy their favorite treats. Yogurt, in particular, has become a popular option to increase protein intake, especially among individuals taking GLP-1 medications for weight loss.
Yasso’s move into pint containers will offer more eating occasions for the brand. Unlike a bar, a pint can be shared among multiple people or enjoyed across several sittings, increasing consumer engagement with the product.
Unilever, set to spin off its ice cream business under The Magnum Ice Cream Company banner in November, acquired Yasso in 2023 to expand its novelty offerings with health-focused options. The company also owns brands like Breyer’s, Ben & Jerry’s, and Talenti.
Vortsman highlighted Yasso as a top-performing brand for the company, with strong consumer demand. She noted that growth in the better-for-you snacking segment is surpassing the broader category, presenting opportunities for Yasso’s expansion into new eating occasions.
The frozen yogurt pints will debut exclusively at Target in five flavors – Mint Chocolate Chip, Chocolate Chip Cookie Dough, Fudge Brownie, Cookies ‘n Cream, and Coffee Chip – starting on October 12, with a national rollout planned for next year.
Magnum’s Ben & Jerry’s brand previously offered frozen yogurt but has since discontinued the product. With the introduction of Yasso’s frozen Greek yogurt pints, consumers can look forward to a healthier and indulgent frozen dessert option that meets their dietary preferences and lifestyle choices.
