US: Danone's Stonyfield eyes Greek yoghurt eaters with cheese launch
Petit Creme aimed at consumers who may not enjoy taste of Greek yoghurt
Danone's US organic dairy unit Stonyfield is looking to encourage Greek yoghurt eaters in the country to choose the "mild and creamy" fresh cheese product Petite Crème.
The product is made with cheese cultures added to organic milk, instead of yoghurt cultures, which Stonyfield said gives the line a "mild, fresh flavour".
"As organic Greek yoghurt makers ourselves, we're not trying to replace Greek, but we know that there are people out there looking for something to add to their fridge and others who never really got into Greek yoghurt," said Sophie Schmitt, director of marketing at Stonyfield, said. "We discovered some people are eating Greek yoghurt even though they don't like it. We wanted to give each and every one of those people something to love."
Petite Crème comes in 5.3 oz single-serve cups in seven flavours, including those dubbed La Vie en Strawberry, Belle Blueberry and Ooh Lala Peach.
The “next Greek yogurt” is neither Greek or yogurt: Stonyfield shakes up the yogurt shelves with organic Petite Crème Stonyfield Encourages Consumers to #CheatOnGreek with its Creamy French Cousin, Petite Crème
Londonderry, NH – Whether you can’t get enough Greek yogurt, or you never could get into it, Stonyfield – the leading organic yogurt maker – has a new product to please every food fan’s palate. The twist? Petite Crème, the latest innovation from Stonyfield, isn’t yogurt. Modeled on fromage blanc, a silky-sweet fresh cheese popular in France but eaten just like yogurt, Stonyfield’s Petite Crème has all the protein of Greek yogurt with a mild, creamy taste and texture.
“As organic Greek yogurt makers ourselves, we’re not trying to replace Greek, but we know that there are people out there looking for something to add to their fridge and others who never really got into Greek yogurt,” said Sophie Schmitt, Director of Marketing at Stonyfield. “We discovered some people are eating Greek yogurt even though they don’t like it. We wanted to give each and every one of those people something to love.”
To appeal to tastemakers and trendsetters, Stonyfield is focusing its launch of Petite Crème on Fashion Week in New York City with a fashionably-styled Petite Crème food truck and cooler bikes showing up around the city in September. September will also feature an online campaign encouraging fans to #CheatOnGreek with web videos, Instagram product giveaways, and a Pinterest contest with a grand prize of a trip for two to New Orleans.
“Cultured dairy has roots in food traditions that spread far beyond the borders of Greece,” said Schmitt. “With our organic Petite Crème, we chose to explore fromage blanc because it’s nutritionally similar to Greek yogurt, but has a totally unique taste and texture that feels indulgent even though it’s low in fat.”
Stonyfield’s Petite Crème is made with cheese cultures added to organic milk instead of yogurt cultures, which gives it its mild, fresh flavor. It comes in 5.3 oz single-serve cups in 7 decadent flavors, Vive la Vanilla!, La Vie en Strawberry, Belle Blueberry, Mon Cherry Amour, Ooh Lala Peach, Stawberry-Banana Ménage, and Plain & Simple. To learn more, visit Stonyfield.com.
Original source: Stonyfield
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