Sigma Revitalizes Yoplait Brand to Tap Growing Mexican Yogurt Market

Sigma Alimentos has undertaken a comprehensive brand overhaul of Yoplait in Mexico, targeting the burgeoning demand for functional and protein-rich yogurts. The Mexican yogurt market reached a value of $1.6 billion last year, with forecasts predicting growth to $2.8 billion by 2033, according to Grupo Imarc.

The relaunch strategy involves modernizing packaging and brand architecture under the new platform 'Esto es Vida.' The iconic Yoplait flower logo has been redesigned to align with the brand's updated values and direction.

Sigma's relaunch is centered around high-growth, nutritionally valuable products like Greek yogurt and Skyr. Greek yogurt has shown double-digit annual growth thanks to its high protein content and healthful perception. Skyr, a traditional Icelandic yogurt, supports the global trend toward functional foods, introduced in Mexico by Sigma in 2021.

The move reflects the competitive nature of the value-added dairy products sector, highlighting consumer willingness to pay a premium for innovative offerings. For milk producers, the success of these functional categories signals a potential benefit from investing in high-quality raw milk to support superior nutritional profiles in dairy transformations.