MINNEAPOLIS — The latest yogurt launch from General Mills, Inc. is YQ by Yoplait, a high-protein, less sweet yogurt made with ultra-filtered milk. The plain variety contains 17 grams of protein and 1 gram of sugar per 5.3-oz serving. Flavored varieties include coconut, peach, mango, lime, strawberry, blueberry and vanilla and have 15 grams of protein and 9 grams of sugar. By comparison, the leading Greek low-fat yogurt brand has 16 grams of sugar per serving, according to the company.

YQ by Yoplait is not a Greek yogurt but a new entry in the emerging “simply better” segment of the category, General Mills said. The products do not have the “tart tang or chalky aftertaste” of Greek-style yogurts and are 99% lactose-free, according to the company.

YQ by Yoplait yogurt bowl, General Mills“We talked to thousands of people to really understand what they were missing from the yogurt aisle,” said Doug Martin, vice-president of marketing for Yoplait USA. “We heard loud and clear the need for a smart snack option —  something made with simple ingredients, less sugar and higher protein. What we’ve been able to accomplish with YQ by Yoplait delivers on this desire. Through our use of simple ingredients, ultra-filtered milk and active cultures, we’ve created a protein-packed, less sweet flavor profile with a thick, smooth, extra creamy texture. It’s unlike anything that exists in the yogurt aisle today.”

The launch of YQ by Yoplait follows last year’s successful introduction of Oui by Yoplait, a French-style yogurt made with simple ingredients. YQ by Yoplait will be available in major grocery and retail stores nationwide beginning in late June with a suggested retail price of $1.49 for 5.3-oz cups and $4.99 for 26-oz tubs.