US: Danone to launch Dannon Creamery desserts brand

Danone is to launch desserts brand Dannon Creamery in the US, targeting consumers after their evening meals.

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Five “cheesecake-inspired” lines and three puddings will be rolled out next month.

The cheesecake-inspired lines contain Greek yoghurt. Sales of Greek yoghurt have risen sharply in recent years but products are mainly eaten at breakfast or as snacks during the day.

Danone is hoping Dannon Creamery will help it capture meal occasions later in the day.

Sergio Fuster, chief marketing officer at Danone’s US arm Dannon, said the development of the products would help grow the dairy category.

“This is another example of Dannon leading category growth and it’s not just another flavour or line extension. Dannon Creamery is the launch of a new category within dairy,” Fuster claimed. “Expanding into the dessert market and evening day part is a necessary next step to continue to grow the dairy category.”

Dannon Creamery will be available across the US next month, with a suggested retail price of $1.69. The three puddings include dark chocolate and vanilla lines. The five cheesecake-inspired products include: strawberry, blueberry and lemon.

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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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Dean Best

An experienced editor, Dean has reported on the international food and beverage industries for 19 years. He became editor of Just Food in 2007 and Just Drinks in 2022.