Danone’s Too Good & Co has expanded beyond yogurt for the first time, stepping into the fast-growing coffee creamer category with a new line designed to meet rising consumer demand for low-sugar, natural-ingredient products.
The dairy major is launching three creamer varieties — Sweet Cream, Roasted Vanilla, and a seasonal Lavender — each containing roughly 3 grams of sugar per serving, significantly lower than the 5-gram average found in leading creamer brands.
Olivia Sanchez, senior vice president of creamers at Danone North America, said the company chose Too Good because of its established “low-sugar halo” and focus on real ingredients. A joint survey by Kantar and Danone revealed that 68% of consumers prefer creamers made with natural ingredients, while 40% are actively trying to reduce sugar intake.
A Strategic Move Into a Yogurt-Adjacent Category
“We have all the expertise in the dairy yogurt aisle, and this expansion into coffee creamers was just a natural next step,” Sanchez noted. The move positions Danone to compete more directly with Chobani, which has rapidly gained traction in the creamer market by emphasizing natural, non-GMO ingredients and avoiding artificial flavors and preservatives. Chobani has nearly doubled its market share in the $5 billion category—from 5.5% to 11.5% in a year.
The shift into creamers is backed by strong category overlap: data from Circana IRI shows 86% of refrigerated creamer buyers also purchase yogurt. Nearly 57% of Too Good shoppers already buy refrigerated creamers, making the extension a strategically aligned fit.
Too Good’s Evolving Brand Identity
Launched in 2020 as Two Good—highlighting its 2 grams of sugar—Danone later rebranded to Too Good & Co as the product line expanded. The brand recently introduced pouches aimed at school-going children, strengthening its low-sugar, clean-label platform.
Danone’s Strength in Coffee Creamers
Danone brings deep category experience through its established creamer portfolio, which includes International Delight, Dunkin’, and plant-based Silk products. With these brands, Danone North America is already the second-largest player in the nearly $4.9 billion refrigerated creamer market, according to Circana IRI.
The introduction of Too Good creamers reinforces Danone’s push to anchor itself more strongly in adjacent dairy categories by catering to evolving consumer preferences for healthier, simpler ingredients.