FRANCE: Danone drops plans for Densia yoghurt launch

Danone has confirmed that it will not be rolling out its Densia yoghurt in France after the product failed to appeal to consumers in a pilot launch.

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The product, which targets women reaching menopausal age who have problems with osteoporosis, was introduced on to markets in Italy and Spain earlier this year.

“We tested out Densia in the French town Brive-la-Gaillarde over a period of several months but the response from consumers was not what we expected and therefore have decided not to go ahead with a commercial launch in France,” a Danone spokesman told just-food.

A more positive reception to Densia in Italy and Spain could well reflect a lower calcium intake in these countries when compared to France where levels were higher, the spokesman said.

It is not the first reverse Danone has experienced for so-called “innovative” yogurts in its home market. In 2009, it withdrew its “beauty-enhancing” yoghurt, Essensis, in France, after two years, citing the impact from the economic slowdown.

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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

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