Danone has launched a vegetable soya-based yoghurt, Senjà, in France, largely in response to stagnation in the chilled products segments where it is facing growing competition from economy brands.
Go deeper with GlobalData
Senjà, which joins Danone’s Activia and Actimel “health-enhanching” brands, will also be introduced on the Spanish market from 15 March and the French group is currently considering launches in other European countries too.
In addition to the traditional media splash, Danone is also undertaking a mass sampling campaign targeting 10% of households
With the launch of Senjà, Danone will enter into direct competition with the current market leader, Sojasun, which is owned by the Triballat group.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
