Relaunch for dairy drink

Related tags Nutrition

Austrian dairy group Noem has repackaged its Balance yoghurt drink
and added two new flavours, as demand for healthy products
continues to grow.

Austrian dairy company Noem has relaunched its fruit flavoured drinking yoghurt on the home market in new packaging and added two new flavours.

The Balance yoghurt drink contains probiotic bacteria and added vitamins and now comes in strawberry, prune and mango/maracuja flavours. Noem claims that the combination of added vitamins (B1, B6, C and E) and probiotic bacteria in a low-fat product fit the current consumer demand for health foods.

The drink is packaged in 125g plastic bottles and retails at €1.65.

Noem claims that market research carried out earlier this year shows a 34 per cent consumer awareness of the drink, making it the second strongest brand in the country's yoghurt drink market. And according to an Austrian survey cited by the company, vitamins are among the top six ingredients associated with health.

Austrian consumers are also showing increasing interest in wellness products, with sales of probiotic products growing significantly faster than standard yoghurt drinks.

Noem also has a range of diet products, such as yoghurts, yoghurt drinks and low-fat milk sold under the Fasten name.

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