Wegmans Debuts Store Brands FOB Yogurt

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January 11, 2011

Adding to its Organic Blended Super Yogurt private label line introduced in 2009, Wegmans unveiled Organic Fruit-on-the-Bottom Yogurt.

Mary Ellen Burris

The new product is 100 percent vegetarian, addressing “concerns of some customers about the Blended Super Yogurt,” Mary Ellen Burris, Wegmans’ senior vice president of consumer affairs, wrote on her blog. “We heard from vegetarians about the presence of ingredients not acceptable to them.”

The fruit-on-the-bottom formula has no fish oil or beef gelatin, but has added heart-healthy omega-3s, including “45-50 mg of DHA extracted from a flavorless, plant-based source (algae),” she wrote.

The fruit-on-the-bottom yogurt has only 90 calories and no added sugar, which was “also a customer concern with the blended yogurt,” Burris said. Flavors include black cherry, blueberry, raspberry, strawberry and vanilla.

Wegmans’ Super Yogurt contains pre-biotics and pro-biotics that may support the immune system and healthy digestion.

“The milk for these products comes from USDA organic-certified dairy farms, all located within a 30-mile radius of the Upstate Niagara Cooperative plants in New York State, in business since 1965,” Burris said.

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