International Delight Drops Into the Yogurt Market

Every now and again a major brand makes a foray into a new market. It’s a bold move because these brands tend to be so well-established in their existing category that’s it’s hard for consumers to think of them in relation to a different product.

For example, customers just couldn’t get the taste of toothpaste out of their heads when they saw Colgate Kitchen Entrees. On the other hand, Bic found success making both pens and lighters—so, under the right conditions, success is possible.

But will it work for International Delight? The brand known for its flavored coffee creamer has jumped over to the yogurt aisle—launching with four new flavors (French Vanilla, Caramel Macchiato, Southern Butter Pecan, and Cinnabon Classic Cinnamon Roll).

The packaging clearly touts the familiar International Delight look and name. So will humans embrace the move from coffee add-on to creamy snack or will it end up in the pile of brand crossovers that people just didn’t buy?