Dannon has created a new yogurt in the United States – Oikos Triple Zero – aimed at male consumers.
Unlike some other protein snacks, Oikos Triple Zero packs in 15 grams of protein with zero added sugar, zero artificial sweeteners and zero fat. Dannon is teaming-up with NFL Carolina Panthers quarterback, Cam Newton, to bring consumers a new protein snack in an unexpected location – the yogurt aisle.
“As America’s largest yogurt maker, we have a commitment and an opportunity to help Americans live healthier lives through the food choices they make. Oikos Triple Zero does exactly that.”
In an effort to engage with a wider audience, the brand became the Official Yogurt of the NFL and introduced a product that appeals equally to both men and women – Oikos Triple Zero. Through these efforts, Dannon is changing the current market where yogurt is disproportionately consumed by women as compared to men.
In a new advertising campaign being unveiled on 12 January, Dannon and Newton encourage consumers to look beyond traditional staples for protein. Recruiting shoppers from the protein snack aisle into the yogurt aisle, the Panthers star puts his own personal flair in helping to change people’s snacking habits.
“As an athlete, I pay close attention to what I eat – whether it’s between meals or after working out,” said two-time NFL Pro Bowler Newton. “It’s funny because I really do find myself searching the grocery store for new protein snack options. Oikos Triple Zero was quite honestly right up my alley – not only because of its nutritional benefits, but because it tastes good too.”
“There aren’t many great choices for protein snacks that also have other important nutrients,” said Art D’Elia, vice president of marketing for Dannon. “As America’s largest yogurt maker, we have a commitment and an opportunity to help Americans live healthier lives through the food choices they make. Oikos Triple Zero does exactly that.”
Available in six flavours – vanilla, coconut crème, strawberry, banana crème, mixed berry and peach – the new yogurt began to appear on retail shelves on 20 December and continues to roll-out across the United States.
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