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- Yasso is the leading frozen Greek yoghurt brand in the US
- The new 14oz spoonable (Pint) format expands Yasso’s reach beyond novelty bars, tapping into the double-digit growth in the better-for-you pint segment [1].
- Yasso’s strong brand equity and innovation pipeline position it as a key growth driver for TMICC’s North American business.
Yasso’s Growth and Strategic Fit
As the world’s largest ice cream company, The Magnum Ice Cream Company (TMICC) is committed to diversifying its global portfolio into new formats and more frequent cold snacking occasions. Since its launch in 2009, the Boston based Yasso brand has established itself as a pioneer in the US better-for-you (BFY) frozen dessert market, offering a variety of frozen products that combine indulgence with nutritional value ready for every snacking occasion.
Yasso delivers on TMICC’s strategy to capture growth in the health-oriented snacking category. In the past (years) the US market has seen a dramatic surge in demand for frozen desserts that balance consumer expectations for rich taste, higher protein and more ingredient transparency. Backed by Yasso’s strong consumer loyalty and market leadership position, TMICC is set to capitalise on this growing food trend in North America.
Innovation: Spoonable Frozen Greek Yoghurt
Yasso’s latest launch, a 14oz spoonable frozen Greek yoghurt, marks a significant expansion from its core novelty bars and multipacks. Available in five flavours: Mint Chocolate Chip, Chocolate Chip Cookie Dough, Fudge Brownie, Cookies’n’Cream and Coffee Chip, each container delivers 19g of protein packed into just 400 calories, with no artificial colours, flavours or sugar alcohols. This new format addresses the growing consumer demand for customisable, shareable options and positions Yasso to compete in the rapidly growing BFY pint segment.
Data-Driven Decisions and Market Leadership
Recent data shows2 Yasso as the #1 most likely to be purchased among BFY competitors, reflecting its strong brand equity and consumer trust. The brand’s focus on authentic Greek yoghurt as a core ingredient resonates with health-conscious shoppers and differentiates it from traditional ice cream offerings. Yasso’s velocity growth continues to outpace leading frozen novelty brands, driven by repeat purchases and positive consumer feedback.
Molly Mandel, Yasso Innovation Brand Manager: “Consumers have been let down by ‘healthy’ pints with chalky textures, weird aftertastes and sugar alcohols. We saw dairy-based BFY pints grow double digits year-to-date and there’s a clear opportunity to deliver a crave-worthy, spoonable frozen Greek yoghurt made with premium ingredients and an ultra-creamy texture.”
Launch Details and Market Impact
The spoonable format, launched exclusively at Target in October 2025, will be rolling out nationally from January 2026. It is expected to further strengthen Yasso’s shelf presence and market share. For TMICC, Yasso’s performance track record provides valuable insights into consumer trends and exciting new innovation opportunities that can be leveraged across other brands and adjacent markets.
Unlocking Global Synergies
Yasso’s integration into TMICC’s portfolio exemplifies a strategic approach to growth in the better-for-you segment. By combining product innovation, consumer insight and operational scale, TMICC is well-positioned to capture emerging opportunities in the global frozen dessert market.
For more information about Yasso and its latest offerings, visit www.yasso.com.
