UK: Danone targets young women with new range of Greek yogurts | Progresiv
Danone has introduced a range of fat-free, zero-added-sugar Greek-style yogurts in the UK, designed to appeal to female consumers between the ages of 25 and 35. 
New Light & Free has been created to offer a thick and creamy offering within the low-fat yogurt category, Danone said. As well as being free from fat and added sugars, the line-up provides between 58 and 61 calories per serving – 30% fewer calories than most full-fat yogurts. The five flavours – each available as a pack of four – are strawberry, raspberry, cherry, peach and blueberry.
Danone’s new product comes in playful, standout packaging designed to appeal to a carefree, fun-loving, fashion-conscious audience, the brand said. This is underlined by on-pack visuals, which shows the core ingredient of each yogurt being used to create the shape of a dress. The launch will be supported with a 3 million pounds multimedia touch point campaign across TV, digital, out of home and in-store, including a new TV advert rooted in the idea that when you feel great about the choices you make, you physically move differently.
Aloys de Parscau, senior brand manager for Danone, said: “We are excited to bring this category-driving innovation to market. It took us two years to create the perfect recipe and packaging and we are extremely proud of it. We believe consumers will love Light & Free as much as we do.”
The new range will be available in major supermarkets across the UK from 18 April, with a recommended retail price of 2.49 pounds. (www.foodbev.com)
