General Mills (GIS - Get Report) today said that its slumping U.S. yogurt sales are due to the gaining popularity of yogurts with more fat and better taste.

General Mills' U.S. yogurts sales were lower 20% in the third quarter, with steeper declines in Yoplait Light and Yoplait Greek 100 than original Yoplait.

The results illustrate the broader declines in "light" and "diet" products in recent years as people move away from calorie counting in search of "calories that count," CEO Jeff Harmening noted.

Consequently, General Mills is aiming to use more whole milk in its yogurts and pointed to the launch of its Yoplait custard yogurt.

That product has more calories than original Yoplait, but tastes "really, really good," he said.

"Consumers are making the trade-off, they want their calories to count - something that keeps them full throughout the day," Harmening stated.