Wegmans Launches Private Brand Organic Yogurt

Rochester, New York based grocers Wegmans recently launched the Wegmans Organic Fruit-on-the-Bottom Super Yogurt Private Brand products. Mary Ellen Burris, Wegmans’ senior vice president of consumer affairs announced the launch in her weekly blog, “The Scoop on Food Market News and Concerns”

Every industry has its jargon so FOB could mean Freight-On-Board or Fresh-Off-The Boat; however in the yogurt business, it means Fruit-on-the-Bottom. In 2008, we introduced Organic Blended Super Yogurt. After more product development, we’re now ready with Organic Fruit-on-the-Bottom.  This addition addresses concerns of some customers about the Blended Super Yogurt. We heard from vegetarians about the presence of ingredients not acceptable to them; so the new line is 100% vegetarian (no fish oil or beef gelatin).  The heart-healthy omega-3s include 45-50 mg of DHA extracted from a flavorless, plant-based source (algae).  A new plain yogurt included in this line has only 90 calories and no added sugar, also a customer concern with the blended yogurt.

The FOB yogurt is creamy and great-tasting.  FOB lovers know stirring is needed to mix up the black cherry or blueberry, raspberry or strawberry and even the vanilla on the bottom. Stir it up.

What makes a Super Yogurt is the addition of pre- and pro-biotics that may support the immune system and healthy digestion.  Just to review (probably dangerously close to more than you wanted to know), probiotics are “good gut bugs,” lots and lots of specific strains of live and active bacteria that coat the digestive tract and help fight off bad bugs.  Prebiotics are a type of dietary fiber that help the probiotic bacteria travel through the upper digestive system to the lower part where it does good.

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.

So stir it up and let us know what you think.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.