WhiteWave yogurt going mainstream

By Joyzelle Davis, Rocky Mountain News (Contact)

Published May 14, 2008 at 8 p.m.

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WhiteWave Foods this month is launching Rachel's Wickedly Delicious Yogurt, a longtime U.K. favorite, to mainstream American grocery store shelves.

Cups of the lowfat natural yogurt in flavors such as Pomegranate Blueberry, Pink Grapefruit Lychee and Plum Honey Lavender are slated to show up at SuperTarget and Safeway's Lifestyle stores as well as Harris Tetter, Publix and Jewell- Osco outside of Colorado.

Broomfield-based White Wave first introduced Rachel's to natural-food stores such as Whole Foods and Vitamin Cottage last year, and it quickly became the top-selling yogurt in the natural foods channel, said Carolina Fryer, Rachel's brand manager. Sales of Rachel's have increased 22 percent, compared to 4 percent overall for the yogurt category, according to SPINS, a natural foods data service.

"The U.S. market is ready to accept something fairly radically different than what you see right now in the yogurt category," Fryer said. "It's indulgence for adults."

White Wave bought the brand in 1999, adding Rachel's to its portfolio that includes Silk soy milk, Horizon Organic and Land O Lakes. White Wave is owned by Dallas-based Dean Foods.

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