• Attitudes to diet have evolved and so has Light* and Free
  • Being light doesn’t mean compromising on taste and texture
  • £1m Advertising campaign to support the new Light*, Never Less campaign

Driven by consumer insight that shows how attitudes to dieting have evolved, Danone’s Greek style yogurt brand, Light* and Free, today launches a new £1m 360? brand campaign ‘Light*, Never Less.’ The campaign received overwhelmingly positive results in consumer testing being ranked #1 yogurt ad in the UK. ****

The campaign highlights how taste is the No.1 driver when choosing a yogurt by celebrating the Light* and Free range of deliciously creamy yoghurts which are full of flavour, thick and creamy and contain no added sugar**. Light* and Free believes that despite containing 0% fat and 0% added sugar**, you should never compromise on taste and texture.

Tom Hickton, Category Director EDP Marketing for Danone UK&I said:

“The way consumers think about their diet has evolved.  They are taking a more holistic and positive approach to health as a preference to restrictive dieting. As a result of that, the new Light & Free campaign is very much focused on tackling the key barriers of the diet category around poor taste and watery texture, showcasing that yes, a product can be 0% fat and 0% added sugar but nonetheless deliciously tasty. That is why we have evolved the full Light* and Free brand positioning to focus on the delicious taste and texture of our products, making it easy for consumers to choose a healthy snack, without compromising on enjoyment.”

Light* & Free Greek style yogurts are available in a range of flavours. From fruity everyday favourites to delicious dessert-inspired flavours as well as high protein yogurts which contain 14g of protein per pot. They are all perfect to enjoy for breakfast or as a tasty nutritious snack and the majority of pots are recyclable***. 

*contains over 30% fewer calories than most full fat fruit yogurts

**contains naturally occurring sugars

*** please check on pack for recycling instructions.

**** Light & Free sticky toffee pudding Light Never Less advertorial ranked #1 and Light & Free strawberry Light Never Less advertorial ranked #10 as part of 149 ads tested in the yogurt category by System 1 on 25.05.2022

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