Recent rollouts in packaged single-serve yogurt have placed an emphasis on a host of diversified values, including plant-based, use of whole milk or no milk (nondairy), extra protein, and portion and packaging achievements, as well as honing in more intently on the youth market.
To add more fuel from a brand perspective, Danone launched a campaign called “Do Good By You” that’s “more than a tagline, it’s a brand mantra that encourages self-care every day,” said Prabha Cheemalapati, vice president of yogurt marketing for Danone.
As part of this campaign, Danone released Two Good Greek yogurt, a brand that piggybacks off the relevance of Dannon Light & Fit. To up the ante on the value proposition, Two Good relies on a novel, patent-pending, slow-straining process that removes most of the sugar from milk before the yogurt is made.
“As people continue to look for ways to reduce sugar from their diets, we’ve been working hard to find a way to remove some of the naturally occurring sugar found in milk so that yogurt continues to be a preferred choice,” said Thierry Saint-Denis, Danone North America’s senior director of research and innovation for yogurt.
This innovation comes as the category looks for a boost: Total U.S. convenience-store packaged yogurt sales for a 24-week period ending Dec. 30, 2018, declined 6%, while units dropped 10%, according to Chicago-based IRI. For the entire year ending Dec. 30, 2018, dollar sales fell 5.3% and units fell 9.7%.
Read on for a glimpse of innovation that’s propelling the category.