Consumers have an increasing desire for healthy choices, especially among millennial shoppers, reports Clare Denham, Head of Category and Market Strategy at Danone Dairies UK & Ireland, Sugar reduction plays an important part in the discussion around healthier living. In fact, 92% of consumers are trying to actively reduce their sugar intake.

Art D’Elia, Marketing Director at Danone Dairies UK & Ireland, heads the company’s team managing brands like Light & Free, which respond to this need. Since launching last year, Art says Light & Free has gone from strength to strength, with a +134% growth rate YOY. With its 0% fat and 0% added-sugar proposition, this Greek-style yogurt is the No.1 contributor to category growth and is proved to bring an incremental younger demographic into Chilled Yogurts and Pot Desserts (CYPD). With those strong results, Kantar Worldpanel has named the brand h the No.1 New Brand Launch of 2016.

Earlier this year Danone also re-launched the new Activia 0% fat with a no added sugar-recipe, supported by a heavyweight marketing campaign. The range comes in the delicious flavours Strawberry, Peach, Raspberry, Vanilla, Cherry and Blueberry and is available in a 4pk format at an RRP of £1.99.


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