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September 5, 2017

Danone, Murray Goulburn launch YoPRO yogurt in Australia

Danone and Murray Goulburn have launched YoPRO high-protein yogurt in Australia, a product with no added sugar, no artificial flavours and less than 0.5% fat, as the company targets on-the-go consumers.

By Simon Harvey

Danone and Murray Goulburn have launched YoPRO high-protein yogurt in Australia, a product with no added sugar, no artificial flavours and less than 0.5% fat, as the company targets on-the-go consumers.

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Made in Kiewa Valley, Victoria, YoPRO contains 15 grams of protein and has a “low glycemic index”, the companies’ Danone Murray Goulburn venture said. The production method uses a traditional straining process to make a naturally thick and creamy yogurt with over three times the protein of regular brands. It uses the natural sweetness of fruit and stevia instead of sugar.

“YoPRO is targeting millennials with an active lifestyle, who do not really engage with the yogurt category today, often too sweet and not filling enough,” said Francois Rillet, general manager of Danone Murray Goulburn Australia. “YoPRO has a great potential in Australia, with really unique macro nutrients.” 

The yogurt uses all natural ingredients and comes in 160 gram cups and flavours of plain, vanilla, strawberry, passion fruit, mango and blueberry. It is available at Woolworths, Coles and IGA.

Danone Murray Goulburn is a joint venture between Danone and Murray Goulburn to produce yogurt in Australia. The venture’s dairy foods are produced at Kiewa in north-east Victoria and include Danone Ultimate, Activia and the new YoPRO. 

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Free Report
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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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