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.
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.
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“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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By GlobalData
