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Danone Ventures into $1B Yogurt Mix-in Category with Health-Focused Approach

USA 04.04.2024
Source: The DairyNews
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In a strategic move to tap into the lucrative $1 billion yogurt mix-in category, dairy giant Danone is introducing a new line of healthy offerings under the Remix banner. This initiative aims to cater to health-conscious consumers who may be hesitant to try existing mix-ins perceived as overly indulgent.
Danone Ventures into $1B Yogurt Mix-in Category with Health-Focused Approach
Launching initially under three distinct brands within its yogurt portfolio – Oikos, Too Good & Co. (formerly Two Good), and Light + Fit – the Remix platform offers mix-in options tailored to specific nutritional needs. Oikos emphasizes high protein content, Light + Fit focuses on low-calorie options, and Too Good & Co. prioritizes low sugar content.

According to Rafael Acevedo, President of Danone’s North American yogurt business, the decision to enter the mix-in market stems from consumer reluctance to purchase existing products due to concerns about health and nutritional attributes. Danone aims to transform this perception by offering healthier alternatives that align with consumer preferences.

The Remix lineup features three mix-in flavors for each brand, such as Coco Almond Chocolate for Oikos, Strawberry Cheesecake for Light + Fit, and Blueberry Almond Oat Crisp for Too Good & Co.

By introducing mix-ins with attributes like low sugar, high protein, or low calories, Danone seeks to attract consumers to the yogurt category while expanding usage occasions beyond breakfast to snacking throughout the day.

As snacking habits continue to rise, with approximately 90% of Americans indulging in one to three snacks daily, Danone recognizes the opportunity to cater to health-conscious consumers seeking nutritious snack options.

The establishment of the Remix brand allows Danone to streamline its offerings and communicate a cohesive snacking-forward message to consumers. Additionally, Danone plans to leverage Remix across its other yogurt brands in the future.

Remix joins the ranks of yogurt products allowing for customizable snacking experiences, joining popular options like Chobani’s Flip, which achieved significant sales growth over the past year.

Furthermore, the debut of Remix coincides with the repositioning of Danone's Two Good brand, now known as Too Good & Co., to better highlight its taste and health benefits amid expansion into new usage occasions like mix-ins.

With an eye on future growth and consumer preferences, Danone sees Too Good & Co. as a key brand in its portfolio, poised to meet the evolving needs of health-conscious consumers and drive recruitment for the company.
July 2024
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