Danone has launched its Danio brand of yoghurt into the Spanish market.
Spain becomes the latest market for Danio. Danone launched Danio in the UK and France last year.
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Jérôme Boesch, general manager of Danone Iberia, said the product would be marketed in Spain as a healthy snack or a ‘meal between meals’.
The company has faced issues over how it has marketed Danio. Danone originally labelled the Danio line in the UK as ‘Greek yoghurt’. However, it re-labelled Danio as ‘strained yoghurt’ after an interim court injunction following complaints from Greece-based yoghurt firm Fage. The Greek company argued consumers generally believed Greek yoghurt comes from Greece.
In France, the protein element of the product was highlighted as its USP, similar to its Spanish launch which focuses on the product’s “high nutritional density.”
Juanjo Sáez-Torres, director of marketing for Danone Iberia, added the product would target “generation Y”, consumers born between the late 1970s and 1990s who have “an unmet need for having a healthy and consistent product to consume between meals.”
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