Benecol has launched a range of new plant-based yoghurt alternatives made using oats and enriched plant stanols.
The yoghurt range consists of Oat Shots and Oat Yoghurt, both made from Finnish oats.
Yoghurt flavours included are strawberry, raspberry and blueberry, mango, blueberry and plain.
Benecol’s yoghurt range is designed to help lower cholesterol and is free from all artificial colours, flavours and preservatives and only contain fruit and oat sugar.
The new plant-based products are available across major retailers, including Sainsbury’s, Asda, Ocado and Waitrose.
The brand currently targets shoppers over 35 but hopes to reach younger consumers in the category looking for “healthy, great-tasting and convenient products”.
The launch will be supported by OOH, advertising, PR, social and influencer activation. In addition, it will be promoted via TV advertising from 28 March.
“We’re hugely excited to announce the launch of our new Benecol OAT range, it will increase our consumer offer and bring innovative healthy solutions to the cholesterol-lowering category,” Benecol brand manager Sneahmoyee Banerjee.
“The new Oat range provides younger, more discerning consumers with a product that is proven to help lower cholesterol, without compromising on great taste.”