Dannon targets US 'struggling dieter' with Light & Fit protein shakes
Dannon, the US yogurt subsidiary of French dairy giant Danone, last week unveiled strawberry, mixed berry, vanilla, and banana variations of its new Light & Fit Protein Shake.
It is Dannon's first venture into the protein shake sector.
With a base of cultured non-fat milk and milk protein concentrate (MPC), each 10oz (300ml) bottle contains 12g of protein, 5g of fiber, no fat, and just 140 calories.
Speaking with DairyReporter.com, Michael Neuwirth, senior director of public relations, Dannon, said Light & Fit Protein Shakes were developed with the "struggling dieter" in mind.
"That's the mindset of the individual that is squarely interested in this product," said Neuwirth.
"Everyday food temptations"
Dannon is marketing the shakes, which are only available in a four-pack format, as a convenient, on-the-go healthy alternative to "everyday food temptations" and other healthier snacks, such as protein bars.
"What's differentiating is that it has these attributes - 5g of fiber, no fat, and 12g of protein - in a very convenient format, which is extremely convenient for grab-and-go lives," said Neuwirth.
"This is why, from the outset, we're selling it in a four pack."
It believes the added nutritional benefit of protein will also give Light & Fit Protein Shakes the upper-hand on many similar reduced-calorie weight management products.
“In the US, the American interest in protein remains high - as part of a weight management diet and as a way to nourish and replenish," he said.
“The idea is that because of its nutritional profile, it helps reduce temptation to eat less healthy snacks.”
"Room for growth"
Like its Light & Fit yogurt range, the protein shake brand extension will be indirectly targeted at women, said Neuwirth.
"Our Light & Fit brand is in the space of weight management, not exclusively a space of interest to women," he said. "But it is focused more on women as women are more actively seeking to manage their weight."
He did not rule out, however, a male-focused extension of the brand.
"There's plenty of room for growth in the protein snacks arena outside current protein snack offerings," he said.
"Light & Fit has a lot of room for growth because of the broad interest in weight management."
Light & Fit Protein Shakes is Dannon's second brand extension of January 2015.
Earlier this month, it announced it was teaming-up with Carolina Panthers quarterback, Cam Newton, to launch high-protein Oikos Triple Zero Greek yogurt.
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