Yogurt industry forms alliance in UK, hires APCO

A trade group for the major players in the UK yogurt industry has brought on APCO as it seeks to establish a stronger foothold in the UK market.

LONDON: A trade group for the major players in the UK yogurt industry has brought on APCO as it seeks to establish a stronger foothold in the UK market.

Five leading companies in the UK market – Danone, Emmi, Lactalis Nestlé, Müller, and Yoplait - have launched the Yogurt Council, the first UK industry body dedicated to promoting yogurt.

It hired APCO following a competitive pitch as the organization works to raise awareness about yogurt and its importance for a healthy lifestyle.

Stephanie Lvovich, executive director and head of APCO's food and consumer products practice, is leading APCO's work. The account will run through the end of next year.

“This is being seen as a chance to grow the market,” she said. “There's a huge opportunity in the wake of growing concern around obesity, and this is a product category that should be going through the roof.”

The Yogurt Council plans to host a series of events for consumers and stakeholders as part of its awareness-raising campaign.

The organization will also form an expert group, which will advise on all nutrition information provided to consumers.

“The industry recognized there has been no collective voice for yogurt's benefits and the initial five members of the Yogurt Council very much hope membership will grow to represent other business over time,” said Richard Hall, chairman of the Yogurt Council.

This story originally appeared on the website of PRWeek UK.

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