Danone has sought to broaden the appeal of its Greek yoghurt in the US with the launch of Oikos Triple Zero.
The French group said the yoghurt, which does not contain added sugar, artificial sweeteners nor fat, was the “first-of-its-kind” to hit the market.
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“The idea … is to appeal to a broader base of American shoppers, who are quite protein focused and historically have not looked to yogurt as a protein snack,” a spokesperson for Dannon, Danone’s US business, told just-food.
The spokesperson said consumers interested in protein snacks had been concerned about whether yoghurt contained too much added sugar and fat.
“This is a concern we’ve noticed among consumers of other protein snacks, which may not have the nutritional profile of Greek yogurt – protein plus calcium plus Vitamin D,” he said. “There aren’t many great choices for low-fat or non-fat protein snacks in the USA that also have these other important nutrients.”
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Oikos is the “official yoghurt” of the NFL American football league in the US and Danone has hired Carolina Panthers quarterback Cam Newton to market the new product in a bid to expand its potential customer base from a “predominantly female consumer”, the spokesperson added.
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By GlobalDataOikos Triple Zero, sold in 5.3-ounce packs, is available in six flavours.
