Yoplait rediscovers its French origins.
Controlled since 2011 by the American General Mills, the brand with the little flower is about to come back under the control of the Sodiaal cooperative, which created it in the 1960s. Revealed by lesechos.fr, the information was confirmed in
Figaro
by sources familiar with the matter, who specify that the negotiations have not yet been completed
.
The owner of Géant Vert and Häagen Dazs will maintain the brand's North American activity.
But after disappointing results from Yoplait for three years, it is giving up its global ambitions in dairy products.
Sodiaal will therefore take over the three French factories of Yoplait, in Monéteau (Yonne), Vienne (Isère) and Le Mans (Sarthe).
Read also:
Yoplait abandons its Greek yogurts for the iconic Yop and its Perle de Lait
In 2011, when the French investment fund PAI put 51% of Yoplait up for sale, the little flower made food giants around the world salivate.
General Mills, which held the Yoplait license in North America, won the auction against Chinese Bright Food, Mexican Lala, Swiss Nestlé and French Bel and Lactalis.
General Mills paid 800 million euros for 51% of the operating company, Sodiaal retaining 49% and a right of first refusal in the event of resale.
The two groups shared the company owning the brand.
According to
Les Échos,
Sodiaal would regain control of Yoplait without paying cash, by agreeing to waive its royalties on sales in the United States.
The cooperative will have to revitalize Yoplait, in a very competitive market and in poor shape.
To succeed, Yoplait has refocused on its iconic products Yop, Perle de lait and Petits Filous.
While consumers favor the great classics, they are increasingly demanding (local supplies, recycled materials, etc.).
With this in mind, Yoplait partnered with Total last year to create a recycled plastic yoghurt pot.
It may take more to regain the past momentum.
