Yasso Expands Incubator Model with Mochi Launch
Frozen sweets brand Yasso is going deeper in the novelty set with the launch of new Greek yogurt filled mochi, the second product to be released under the company’s new “incubator” model introduced last year.
As with the first incubator product – Jüve Pops, a line of electrolyte-infused popsicles that were Yasso’s first departure from dairy-based novelties – the new mochi line will have a phased rollout rather than launching nationally, as its other products have done previously. Available in Chocolate, Mango, Vanilla and Strawberry, with 80 calories per mochi, the line will focus initially on the Northeast via Wegmans, Harris Teeter, Big Y and Hannaford banners, many of which also are retail partners for Jüve Pops. Each 6-pack retails for $5.49.
“It’s our goal to become the number one better-for-you frozen snacking brand and it’s through that lens we consider our innovation pipeline. Mochi is certainly snackable, and also a platform where we felt we could deliver a differentiated offering,” Yasso CEO Craig Shiesley said. “Consumer research on platform concepts and product formats also showed that this was a desirable space for Yasso with strong purchase interest from brand and category buyers.”
While Yasso got its start with its flagship line of Greek yogurt bars, the company has since expanded to include frozen yogurt sandwiches, chocolate dipped bars and frozen ice cream bons, as well as Juve Pops. Though the company also tried launching pints in 2018, Shiesley said Yasso is now focused on growing as a frozen snack brand.
“Our key goal for our incubation platforms is to deliver top tertile category velocities, and expand sales of the category,” he said. “Once we reach this goal in the incubation test market we progress towards national launch where each platform will deliver a minimum of $15MM in year one retail sales.”
Though Yasso took capital from PE firm Castanea Partners in 2018, it will face similarly well-funded competitors in the mochi set. Still, amongst the handful of brands, Shiesley believes Yasso’s better-for-you bent gives it an advantage. In contrast, the two category leaders, Lakeview Capital’s My/Mo Mochi and Kenex’s Bubbies’ brand, tend to emphasize creative flavors and premium positioning — though both now also have non-dairy, plant-based options.
Those products are merchandised in the frozen novelty set, but also have robust cooler programs in an array of retail channels, and are packaged in three 2-mochi wide rows. Yasso, meanwhile, is instead going for a narrow, taller 6-pack of stacked mochi. This tray, Shielsey said, reduces dead space inside of the package, creates better stability on shelf and allows for more facings.
“Currently there are only a handful of brands offering Mochi in the novelties category, with little real product differentiation,” Shiesley said. “We believe there is significant white space and open households in this segment. This will be unlocked with a combination of differentiated food that truly delivers on the permissible indulgent trend of uncompromising taste and better nutrition, backed with Yasso as the leading better-for-you brand from a velocity, repeat and loyalty stand-point.”
