Posted by Dale Buss on May 16, 2013 12:39 PM
Many a dairy brand have been trying to figure out how to pivot their offerings toward the perceived protein needs of men. That's how the whole phenomenon of chocolate milk as a workout "recovery" drink got started, and that's the positioning that has made hits out of tailored dairy-based products such as Muscle Milk.
Now a major brand known for a whole other kind of dairy wants to muscle in on the action. Dannon USA as been advertising in Men's Health magazine depicting its Oikos yogurt as a dose of protein that even men can appreciate. "The New Protein" ad depicts Oikos inside a hamburger bun, for example, on a grill with chicken breasts and in an egg container to underscore the fact that, as a Greek-style yogurt product, Oikos carries even more of a protein punch than regular yogurt.
Men's purchases likely would only ever become a sliver of overall demand for Oikos, which ranked as not only the most successful US new-product launch of 2012 among CPG brands, as evaluated by SymphonyIRI, but the most successful such launch since 2009.Continue reading...
Posted by Mark J. Miller on December 5, 2012 12:02 PM
TCBY, the acronym by which The Country's Best Yogurt chain is better known, once ruled the yogurt-retail world, but in recent years, a lot of competition has grown up around it. Part of that competition targets “back to the earth” consumers who are more interested in going back to a more “natural” yogurt and part of that competition is simply those hoping to horn in on TCBY’s frozen-yogurt mix-in turf.
The explosion in yogurt shops just in New York City of late has been astounding, including Chobani's first standalone boutique. “There’s been a veritable war in the Village,” real-estate broker Faith Hope Consolo, a retail real-estate broker for Douglas Elliman, told the NY Observer. “It’s the fastest-growing franchise in the country.” Don’t think TCBY is taking the war lightly.Continue reading...
chew on this
Posted by Dale Buss on August 24, 2012 10:59 AM
Jamie Lee Curtis is back for Activia, and this time she's catching you while you're still rubbing the sleep from your eyes.
That's right, the long-lasting spokeswoman for Dannon's probiotic Activia yogurt stars in a new TV ad for the product, this one touting Dannon's new Breakfast Blend. The product boasts a container 50 percent bigger container than regular size, the inclusion of breakast-type ingredients such as fruits and grains, and even four breakfast-sounding flavors such as apple-cinnamon.
"It's a great way to start the day," a perky Curtis says in the ad about eating Activia Breakfast Blend, after waking up and sharing other parts of her morning routine with us, such as exercising and dressing "cute." Continue reading...
chew on this
Posted by Dale Buss on August 2, 2012 02:55 PM
The need for jobs in a job-starved America can create some interesting political dynamics. Witness how New York Democratic Gov. Andrew Cuomo is going out of his way today to praise practically every other politician in the state for having anything to do with bringing new PepsiCo jobs in yogurt-making to upstate — and implicitly thumbling his nose at New York City Mayor Michael Bloomberg, who has put PepsiCo on the Most Wanted list with his proposed big-soda ban.
"This is a new New York State, partnering with the private sector to create jobs and grow new industries," Cuomo said in a PepsiCo press release today. He's been notably lauded even by some Republicans for making economic development (tagline: "New York - Open for Business") a priority of his administration, including a high-profile TV campaign promoting economic investments in New York State, with not only PepsiCo but Fage bringing their yogurt works to upstate New York.Continue reading...
Posted by Dale Buss on July 9, 2012 03:01 PM
It may be too early to say the cola wars are over, although it's clear that PepsiCo is ready and willing to take on another archrival. Following years of competing with Coca-Cola with its array of beverage and snack food brands in the U.S., PepsiCo is now getting into the red-hot yogurt market and adding Dannon to its competitive set.
Faced with a U.S. yogurt market that is more crowded than ever with brands, and demonstrating almost no growth except in the Greek yogurt category, PepsiCo announced Monday that it's introducing a fresh brand to yogurt-loving Americans — and one that isn't focusing on Greek — via a new partnership with the Theo Muller Group, Germany's largest privately held dairy
That's the prospect for Muller Quaker Dairy when it finally enters stores in northeastern and mid-Atlantic states with three lines of yogurt products birthed by the joint venture. Muller Quaker promises "innovative premium" products that aim to create differentiation and taste excitement in a U.S. yogurt category that PepsiCo executives believe is lacking both.
"It's been an 'I gotta have it because it's good for me' kind of a product," Dr. Mehmood Khan, who oversees PepsiCo's global research and development, commented to the New York Times. "The 'wanna have it' was missing."Continue reading...
Posted by Dale Buss on June 21, 2012 10:01 AM
Chobani made Greek-style yogurt part of the American food mainstream, and now the brand is trying to stay on top against catch-up efforts by every other major yogurt brand in the land.
Dannon, with its Oikos brand, has managed to join the startup Chobani brand on the top tier of the only category of yogurt consumption that is growing in the U.S. market these days. But the original Greek-yogurt brand in America, Fage, and Yoplait, which also is trying to play catch-up, are fading in their efforts to ride the boom that Chobani created.
Chobani already has become about a $1-billion concern over the past few years and owns nearly 50 percent of the category, according to a recent report by the Sanford Bernstein securities firm. Even after a furious catch-up effort, Dannon USA still has a less-than-20 percent share, and Fage 14 percent, while General Mills' Yoplait brand limps in with just 6 percent.
"We're dealing with some large organizations that aren't as nimble as Chobani," Niel Sandfort, director of marketing for Chobani, told brandchannel. "We're a billion-dollar company but still entrepreneurial. And we're continually investing in our core."Continue reading...
brand vs. brand
Posted by Dale Buss on February 13, 2012 06:06 PM
As it implements a global re-set of its Pepsi brand and corporate priorities, PepsiCo is girding for even more pitched battle with a re-energized Coca-Cola. And if only because PepsiCo plans to boost spending on its major brands by at least a half-billion dollars this year, the competition between the two giants should be the sharpest in some time.
PepsiCo CEO Indra Nooyi and the company's board announced strategic investments during their business review last week that are aimed at the major pressure points being applied lately by restive PepsiCo investors and others. In the meantime, Coca-Cola also announced massive overall cost cuts as well as a decision to use the savings of up to $650 million in extra marketing and brand buildling.
The boost in marketing outlays announced by PepsiCo will be devoted to the largest beverage brands, especially struggling Pepsi, as well as snack brands. But many of the agencies that have been serving the brands to date are being swept out in a massive 65% reduction in the number of partners used by the beverages business. And Pepsi will be culling many of the non-performers from its 400-plus global brands.Continue reading...
Posted by Dale Buss on January 19, 2012 07:01 PM
Dannon USA hasn't advertised in the Super Bowl before, but executives of the American arm of France's Groupe Danone know a good Super Bowl ad when they see one.
"It has to be memorable," Michael Newirth, senior director of communications for Dannon USA, told brandchannel. "It tends to have a healthy dose of humor. And usually it's got some element of surprise. And you can expect to see some of all of those in [the ad] we share on February 5."
And actually, Dannon has given a lot away already about what its first-ever ad in the Big Game will entail.Continue reading...