With the development of its activities within the fresh section and the success of its own brand of yogurts, My island, Sorelait extends its reach beyond Danone, whose products it has been manufacturing locally for nearly 40 years. It is today with ambition that the company projects itself into the future.
Known for its historic link with Danone, Sorelait has created its own brand of yogurts, My island, thus reaffirming its roots as a Reunion company and strengthening its presence in the ultra-fresh section. This idea of launching an own brand had been in Sorelait's plans for many years. Management in place for two years, with Jean-Michel Cabooter, director, and Murielle Rime, deputy director, 15 years in the business, decided that the time had come to bring this ambitious project to life. My Island was born in the middle of last year, and we can say that the mission is accomplished : Sorelait could hardly do more and better in terms of differentiation. The key asset of this project was Adeline Vion, research and development manager, which gave birth to a truly unique yogurt on the local market, and perceived as such by consumers. Adeline Vion also piloted a unique participatory approach in order to involve the entire company in the genesis of the product.. “My Island is a 100% Reunion creation. We started from a blank page and this product was developed with only our internal resources, drawing on our thirty-year-old know-how in the manufacturing of quality dairy products”, she emphasizes.
The Sorelait factory also produces Danone yogurts. A new production line will come into service later this year.
The pride of Team Lokal
Following a call for applications, Team Lokal was born, composed of a representative from each department of the company, including administrative services, logistics, production, distribution, etc. The diversity of the Reunion population was largely reflected in this team., who has been given a decision-making role : “The choice of recipe and aromas, you logo and you packaging, of product communication, were made by Team Lokal, who mobilized with enthusiasm”, lists Adeline Vion. As for the product itself, it stands out from all other yogurts, firm as if brewed, by its consistency which is both firm and creamy, of unparalleled softness, and its beautiful control of acidity. “It is undoubtedly a real success on an organoleptic level, and in the company, the success of Mon Île has stimulated a very strong feeling of pride and belonging to Sorelait”, note Jean-Michel Cabooter and Murielle Rime.
Objective of My Island : 10% of the yogurt market
Mon Île arrived on the shelves with five references of flavored yogurts with Reunion tastes, in family pack of 12 units : nature, sweet nature, Vanilla bourbon, lychee and passion fruit and pineapple and coconut (6 per scent). For the launch, the Smart Shopper* agency imagined associating the product with a popular song composed and performed by Wizdom. Nine months later, the song “Mon Île” continues to live its own life and exceeds 230,000 views on YouTube. “We have exceeded our initial commercial objective, and sales remain at a good level across all references”, ad Bruno Ferrere, marketing and communications manager. The Mon Île family, which is expanding at the start of the year (see box), has a clear objective : reach 10% market share.
Sorelait’s ambitions in the ultra-fresh department
But Sorelait’s new ambitions go even further. Unmissable on avenue de la Compagnie des Indes, the name “Sorelait” is displayed large at the back of the factory. The symbol of a rise in power. The factory is being expanded. A new production line will come into service in 2026. “Our core business has evolved and we must, with our teams, continue our efforts to provide ever more choice and meet the demands of Reunion consumers”, replaces Jean-Michel Cabooter. Sorelit, key player in the fresh section, intends to expand its presence there.
* For this operation, the Smart Shopper agency obtained, last September 25, the StratCo Run 2025 Silver Trophy for the most beautiful displays in the promotional area.
STIRRED FRUIT YOGURTS : MY ISLAND CONTINUES ITS CHARMING OFFENSIVE
Team Lokal was re-mobilized to design the first range extension of the new brand. Meeting consumer expectations, Mon Île enters the segment of stirred yogurts with mixed fruits, but with, here again, a brew different from all the others. We find the smoothness and roundness characteristic of the local brand., associated with the delicacy of delicious mixed fruits. Three new Mon Île references are hitting the shelves in packs of 12 (6 per fruit) : passion fruit and guava, mango and lychee, strawberry and vanilla.
