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Danone is entering the $ 7 billion protein shakes market for the first time, as the CPG company aims to bring yogurt brands to a new food category.
Headquartered in Paris, the company introduces OikoS protein shakes that utilize consumer demand for functional and nutrition on the go. Oikos protein shakes are the first anti -non -prevention options in the market for one of Danone’s yogurt brand.
Danone wants to eat almost three -quarter protein, but it’s not always easy for a convenient and nutrient -packed option for busy lifestyles.
Rafael Acevedo, chairman of Danone North America, said, “The core of the (OIKOS) brand is yogurt, but the brand indicates more than that.
Protein shakes get Oikos, which is already known as a high protein content from the refrigerated section to the center of the store. The shelf stable option can be a sales point for people who drink multiple packs and replace meals more frequent drinks.
The 12 ounces of cucumbers protein contain 30 grams of muscle built attributes. This drink also includes 5 grams of prebio tick fibers and 1 grams of sugar and vitamins A and D to support digestion health.
Acevedo said that a better list of ingredients makes the shakes more densely and separates it from other shakes that usually prioritize only protein.
Shake is provided with three flavors of vanilla, chocolate and salted caramel. They are currently available on the shelves and are first provided by some retailers, including Amazon, Kroger and CVS, and appear in Walmart, Costco, Target and other large chains in the summer.
OIKOS’s retail sales surged 40% in 2024, and annual sales exceeded $ 1 billion due to consumers’ interest in healthy foods that received nutrition benefits. Nearly 20-year-old Oikos brands were also the main beneficiaries of the rise in the use of GLP-1 drugs, and yogurt provides high protein levels and partial control containers.
Despite Yogurt’s strengths, ACEVEDO said protein shakes are growing faster and sales increased by 15% last year.
Protein shakes added that “the brand is a very important innovation.” “We are very excited about the opportunity to keep moving with this high growth segment.”
Acevedo said that as part of Danone’s “Long -range Innovation Pipeline,” Oikos can be brought to other food segments. CPG manufacturers are also considering whether they will bring additional yogurt brands to a new category, he said.
