Danone is stepping into the lucrative $1 billion yoghurt mix-in category, offering healthy alternatives aimed at appealing to discerning consumers. The dairy giant’s latest initiative, launched under the Remix banner, seeks to cater to snacking preferences while addressing concerns about indulgence associated with similar products on the market.
The Remix platform will initially debut across three of Danone’s yoghurt brands, each tailored to meet specific nutritional requirements: Light + Fit, focusing on low calories; Oikos, emphasising high protein content, and Too Good & Co. (formerly known as Two Good), prioritizing low sugar content.
Rafael Acevedo, President of Danone’s North American yoghurt business, highlighted consumer reluctance towards existing mix-in products due to a perceived lack of healthiness and desired attributes. He estimated that packaged items account for 40% of the yogurt mix-in market, with the rest being prepared by consumers at home. Acevedo emphasized Danone’s aim to transform the category’s image and appeal to a wider consumer base.
Initially offering three mix-in flavours per brand, such as Coco Almond Chocolate for Oikos and Strawberry Cheesecake for Light + Fit, Danone’s strategy focuses on providing options with low sugar, high protein, or low-calorie content. By expanding the consumption occasions for yoghurt beyond breakfast into snacking throughout the day, Danone aims to capitalize on the growing trend of increased snacking frequency among Americans, coupled with a rising interest in healthy eating habits.
The introduction of Remix aligns with Danone’s efforts to streamline communication with both retailers and consumers under a unified brand message. Acevedo hinted at future plans to extend the Remix concept to other yoghurt brands within Danone’s portfolio.
Remix joins a range of yoghurt products, allowing customization with dry ingredients just before consumption, with Chobani’s Flip emerging as a notable competitor in the segment. Danone’s rebranding of its Two Good line to Too Good & Co. reflects its evolution into a brand catering to varied usage occasions while maintaining its commitment to lower sugar content.
With Remix and the revamped Too Good & Co. mix-ins leading the charge, Danone aims to position itself as a leader in providing healthier snacking options, catering to evolving consumer preferences, and driving future growth in the yoghurt market.