STONYFIELD FARM LAUNCHES 'PLANET PROTECTORS' YOGURT

Londonderry, N.H. -- The newest entrant in the kids' yogurt market is Stonyfield Farm, with Planet Protectors yogurt.

ds that is sold in 32-ounce quart containers, according to spokeswoman Sue McGovern.

"Ours is the only one in large, economical family-oriented containers, as opposed to, say, Danimals."

Planet protectors will be available nationally, with a retail price point between $1.99 and $2.49.

"We're positioned against all the other products, but this has been a long time in the making," McGovern told SN. "This is kind of a coming of age product for us, now that we're into our second decade."

Stonyfield Farm's emphasis on all-natural ingredients also separates them from their competitors, she said.

"What we bring to the party is the natural way," she said. "We're really number one in the natural foods market, and middle America is realizing that [these products] really are the best for you, so we're really well positioned."

According to a statement from the manufacturer, when compared with the other leading kids yogurts, including Danimals, Dannon Sprinkl'ins, Light 'n Lively and Trix, Planet Protectors "is the only yogurt without gelatin, modified food starch, refined white sugar or hydrogenated oils."

Retailers have had very positive responses to the product, McGovern said. "We've been really pleasantly surprised."

In-store demonstrations, product sampling, point-of-sale signage and a back-to-school public relations campaign will be included in the company's year-long launch plan.