Ben & Jerry's is looking to tap into demand for Greek-style yoghurt with a GBP8m campaign to launch Greek Style Frozen Yoghurt. The brand's owner hopes that a 15% rise in demand for frozen
yoghurt can be aligned with health-conscious shoppers fueling demand for thicker, creamier Greek-style yoghurt's, such as Muller Light Greek Style. Given that in the past two years nearly four in ten
of Ben & Jerry's customers have been new to the brand, or the luxury ice cream category, Unilever believes there is considerable scope for Greek Style Frozen Yoghurt to attract new customers to
the label.
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