Yogurt drink brand YOP has launched in a 330g plastic bottle. Aimed at

18-24-year-old men, the new 330g YOP replaces the 400g bottle.

The product is available in two flavours – strawberry and raspberry – and will be supported by a £3m campaign under the ‘Quench Your Hunger’ strapline. Activity includes TV advertising, above and below the line activity and a PR campaign.

“The new size is ideal for our target male audience because of

its convenience and portability,” says senior brand manager Priscilla Corr.

“Our consumer research has shown that YOP is ideal as a mid-morning snack, and also makes a great stomach liner before a night on the town.”

YOP is worth £5.5m within the drinking yogurt market and is showing growth of 43 per cent year on year.

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