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.

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.