Magnum Ice Cream Company's Yasso is raising the bar in frozen novelties with new frozen Greek yogurt pints as the brand looks to capitalize on consumer demand for healthy indulgence.
Yasso, known for its low-calorie frozen treats, is launching Greek yogurt in 14-ounce containers. Each product contains up to 19 grams of protein and approximately 400 calories, with no artificial colors, flavors or sugar alcohols. Currently, the brand is sold in bar, poppable and sandwich formats.
“This really presents as a pivotal moment for us to start to expand the brand,” Lisa Vortsman, chief marketing and innovation officer in North America for The Magnum Ice Cream Company, said in an interview. “We think it’s just a massive opportunity, and the consumer demand and current market trends are there.”
Frozen yogurt production totaled 37.8 million gallons last year, according to data from Statista, down more than 50% from 2008. However, the category is set for a resurgence with consumers looking for healthier ways to enjoy their favorite treats.
Yogurt in particular has become a popular option to boost protein intake, especially among those taking GLP-1 medications for weight loss.
Yasso's expansion into containers will increase eating occasions for the fast-growing brand. Unlike a bar, a pint can be shared among multiple people, or enjoyed by the same person across several eating occasions.
Unilever, which is expected to spin off its ice cream business under The Magnum Ice Cream Company banner in November, purchased Yasso in 2023 to expand its novelty business with more health-focused options. Magnum also owns brands such as Breyer’s, Ben & Jerry's and Talenti.
Vortsman said Yasso is a “top-performing brand” for the company that “consumers can’t get enough of.” She added that growth for the better-for-you segment in snacking is outpacing the broader category, providing “an opportunity to say ‘Okay, what other occasions do we want [Yasso] to play in?’”
The frozen yogurt will launch exclusively at Target in five flavors – Mint Chocolate Chip, Chocolate Chip Cookie Dough, Fudge Brownie, Cookies ‘n Cream and Coffee Chip – starting Oct. 12, with a national rollout next year.
Magnum is no stranger to frozen yogurt. Its Ben & Jerry’s brand previously sold frozen yogurt, but has since discontinued the offering.
