Ultima Launches $70 Million New Yogurt Brand

Iögo Yogurt Brand, 40 Years of Research

By Amanda Brodhagen, Farms.com

Quebec-based company – Ultima Foods has invested $70 million into a new yogurt brand called Iögo, being launched across Canadian grocery stores.  The company best known for Yoplait yogurt, produced under long-term licence hopes that their own product line will be their next big hit.

The new yogurt brand has a specific target audience in mind, aspiring to capture the Canadian consumer audience.  “This new brand has been designed entirely for Canadian tastes by the Ultima manufacturing and marketing teams in Granby and Longueuil,” CEO Gerry Doutre said. “We drew on our 40 years’ experience to create a whole range of products and we’re bursting with pride.”

Iögo  yogurt, has seven different product offerings including, fat-free, probiotic, Greek-style, drinkable yogurts and fresh cheese and drinkable yogurts aimed at children. The new yogurt line also offers 40 different flavours ranging from classic to more exotic flavours such as Pineapple-Coconut- Banana and Melon Trio. For the consumer health conscience Iögo doesn’t any contain artificial flavours or colouring.

The company has strategically positioned themselves to be a key player in the Canadian food industry and has signed a renewed six-year agreement with Yoplait SAS/General Mills the owner of the global brand. Ultima also owns the Olympic an all organic dairy brand. The announcement signals the company’s commitment to diversification and ability to remain competitive.