Dive Brief:

• ProYo frozen yogurt debuted at the Natural Products Expo in March, and has generated considerable buzz since then.
• The product is a sort of wish list of desirable attributes: it's all-natural, high-protein (20 grams), low calorie (160) and has active probiotic cultures. You can also eat the stuff with one hand. It comes in a squezzable paper container that looks a bit like the push-bottom packaging used for Flintstones Push-ups.
• The CEO of ProYo parent Twin Cups told DairyReporter the product will be distributed across California by the end of 2013, and will be available nationally in 2014.

Dive Insight:

Our sense is that ProYo is hitting all the right buttons—capitalizing on the craze for yogurt, rising interest in probiotics and digestive health, and tapping the marketing power that protein has with men. Besides, if there's one thing this country doesn't have enough of it's squeezable dessert you can eat with one hand.