General Mills is bringing Häagen-Dazs to the yogurt aisle

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 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.

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.

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.

Food Dive