Dannon will introduce new yogurt offerings that will have benefits beyond basic nutrition, including probiotics. The two new products are called Light & Fit 0% Plus and DanActive Light, a new version of DanActive that has fewer than half the calories.
The two products, hitting stores this month, are the latest manifestation of the company’s “high-health strategy,” a concept of providing consumers with yogurt with benefits beyond basic nutrition. Previous efforts in that vein include probiotic yogurts Activia (in 2006), DanActive (2007) and Dannon Activia Light (2007).
“Our strategy focuses on the absence of negatives, in terms of calories, and the presence of positives, that is, the addition of nutrients and vitamins in diets,” said Andreas Ostermayr, CMO, Dannon, White Plains, N.Y.
Light & Fit 0% Plus ads launching next month will focus on “making every calorie count and adding nutrients into diets, rather than simply reducing calories,” said Ostermayr. Young & Rubicam, New York, handles.
The seven-SKU Light & Fit 0% Plus line retails between $2.59 and $4.69 for four- and eight-packs, and sports 60 calories per 4-oz. cup. “Consumers often have to sacrifice taste when eating light products,” said Ostermayr. “Our objective was to create a great tasting light yogurt that doesn’t taste light.” To achieve that goal, Dannon decided to go with a new proprietary blend of sweeteners that includes aspartame, sucralose, acesulfame potassium and fructose.
A longtime runner-up to General Mills’ Yoplait in the U.S., Dannon appears to be benefiting from its focus on healthier yogurt. Activia has grown 48% to $181.3 million in sales, per IRI, for the 52-week period ending Dec. 2. DanActive experienced 185% growth, recording sales of $60 million during that period. Dannon Activia Light (2007) had 197.5% growth with sales of $57 million.
6 Comments on “Dannon Introduces New Yogurt”
wondering what the”0+” means I am a food demonstrator and am asked this question ,also asked what is the difference inthat and the and the origional lite&fit?
wondering what the”0+” means I am a food demonstrator and am asked this question ,also asked what is the difference inthat and the and the origional lite&fit?
wondering what the”0+” means I am a food demonstrator and am asked this question ,also asked what is the difference inthat and the and the origional lite&fit?
I LIKE THE 0% PLUS YOGURT VERY MUCH IT IS CREAMY AND FULL OF FRUIT. HOWEVER THEY SEEM TO HAVE PULLED IT FROM THE MARKET IN THE DALLAS TEXAS AREA CAN YOU TELL ME WHERE I CAN STILL PURCHASE IT.?
I LIKE THE 0% PLUS YOGURT VERY MUCH IT IS CREAMY AND FULL OF FRUIT. HOWEVER THEY SEEM TO HAVE PULLED IT FROM THE MARKET IN THE DALLAS TEXAS AREA CAN YOU TELL ME WHERE I CAN STILL PURCHASE IT.?
I LIKE THE 0% PLUS YOGURT VERY MUCH IT IS CREAMY AND FULL OF FRUIT. HOWEVER THEY SEEM TO HAVE PULLED IT FROM THE MARKET IN THE DALLAS TEXAS AREA CAN YOU TELL ME WHERE I CAN STILL PURCHASE IT.?