Emmi launches high-protein, low fat dairy range to meet increasing 'wellbeing' demand
The lactose-free Good Day range, which includes pasteurised and UHT milk, and flavoured yogurt and yogurt drink products, is manufactured to contain lower levels of fat and sugar, but more protein.
According to Emmi, the products will cater to health-conscious consumers – a demographic that makes up an increasingly large segment of the population.
Wellbeing brand manager at Emmi, Phillip Siebrecht, told DairyReporter.com that factors such as higher protein and reduced fat have become the “strongest motivation” to buy dairy products.
“Strongest motivation” for dairy purchases
“We observed in consumer research that some of the strongest motivation to buy a dairy product is that they need to be reduced in sugar, with less fat and overall be natural,” said Siebrecht.
“This is what we had in mind when we first planned Good Day as our new wellbeing platform.”
According to Siebrecht, the increasing of these products has come at the expense of functional, nutritionally-enriched dairy products.
“Wellbeing dairy is on the rise while classical ‘functional food’ is actually stagnating,” he said.
“Consumers want products that contribute to their wellbeing but without extras that are added.”
“While a few years ago the trend focused on fortified products, modern wellbeing dairy products of today stand out with a rather reduced nutrient profile – leaving out unnecessary ingredients such as extra sugar or a high fat content.”
More products “in the pipeline”
Emmi launched the Good Day range in Switzerland this week. The company is considering an further international launch of the range, Siebrecht revealed.
“We launched in Switzerland this week and are taking a good look at other European markets and overseas,” he said.
He added that work is underway to expand the Good Day range to include a wider range of dairy products.
“We have numerous products in the pipeline that we will talk about once they are planned for launch.”
“Emmi Good Day is a wellbeing brand that will cover the entire day of our consumer, hence the very different types of products in our pipeline,” Siebrecht concluded.