Danone is reinventing its yogurt portfolio in France, launching a range of new yogurts in order to reverse decline in the country’s yogurt category.
The new offerings include a range of all-natural and whole-milk yogurts under the Danone brand – available in both natural and flavoured versions – as well as white cheese with 1% and 3.2% fat content.
For the flavoured yogurts, the individual variants include vanilla, orange blossom, vanilla and honey.
According to French newspaper Les Echos, Danone has experimented with a different way of packaging the products to appeal to consumers on shelves – including, most notably, a switch from traditional blue to pared-back white packaging – with signs already of an increase in consumer uptake.
“Yogurt is no longer a consumer priority. Only one customer out of two leaves the store with yogurt, while two-thirds of them come with a shopping list including yogurts,” François Eyraud, CEO of Danone Fresh Products France, was quoted as saying by the financial daily.
According to Eyraud, the relaunch would allow the company to increase the price of its natural yogurt by between €0.20 and €0.25, helping remedy a situation in France where yogurt prices generally are much lower than similar markets such as Italy or the UK.
Danone said the range would help consumers to ‘rediscover the goodness’ of natural yogurt, with a range of products that were ‘good to taste, good for health, and good for the local economy’.
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