Oui by Yoplait

Overview

Oui by Yoplait is a French-style yogurt brand that competes in the premium yogurt segment. The product is distinguished by its thick, creamy texture achieved through a set-and-culture method in individual glass pots over eight hours, rather than batch culturing. Launched in 2017, Oui generated over $100 million in first-year retail sales and successfully carved out a niche in the premium yogurt category, competing against brands like Noosa and Chobani. The brand emphasizes simple ingredients including whole milk, real fruit, and no artificial flavors or colors.

History

Oui by Yoplait draws inspiration from Yoplait's traditional French yogurt recipe dating back to 1964, when French farmers founded a dairy cooperative that became Yoplait. General Mills partnered with Yoplait in 1977 and acquired a majority stake in 2011. The Oui brand was launched in the United States in 2017 as a premium offering. In 2021, Lactalis USA acquired General Mills' U.S. yogurt business, including Oui, which now operates under the Midwest Yogurt division based in Minneapolis.

Product Lines

Manufacturing

Oui products are manufactured by Midwest Yogurt, a division of Lactalis USA, based in Minneapolis, Minnesota. The yogurt is produced under license from Yoplait Marques SNC. Products are made using a set-and-culture method where ingredients are poured into individual glass pots and allowed to culture for eight hours.

Notable Products

• Oui French Style Yogurt - Strawberry - Signature thick yogurt with fruit on the bottom in a glass pot
• Oui French Style Yogurt - Vanilla - Blended vanilla variety with creamy texture
• Oui Dairy Free - Coconut Based - Plant-based alternative in signature glass pot with teal label
• Oui with Chocolate Shavings - Premium yogurt topped with chocolate pieces

Reputation

Oui by Yoplait is recognized as a successful premium yogurt brand that revitalized the category and drove growth in the "Simply Better" yogurt segment. The brand is praised for its distinctive thick texture, quality ingredients, and elegant glass pot packaging that differentiates it from competitors. The product successfully competes against established premium brands like Noosa and Chobani, though some consumers note the higher price point compared to standard yogurts. The brand benefits from strong design and marketing execution that contributed to its rapid market penetration.