NEW YORK: Danone has introduced a new protein shake under its Oikos yogurt brand as rivals Fairlife and Chobani that have similar products gain popularity with consumers and those taking weight-loss drugs such as Wegovy.
The company is looking to enter the US$7bil protein shake market, said Shane Grant, global deputy chief executive of Danone, in an interview last month.
“Three-quarters of US consumers want more protein in their diet, and GLP-1s are only accelerating this demand,” Grant said, referring to the weight-loss medications. “We see the explosive growth across lots of demographics and occasions.”
Danone said it spent about one year developing the shake, which is priced at US$3.69.
People taking weight-loss drugs are encouraged to eat more protein to avoid losing muscle, Reuters has reported, leading to food makers such as Nestle and Conagra offering new products high in the nutrients or re-labelling existing ones to meet the new demand.
Makers of smoothies and shakes have also joined the trend.
Coca-Cola’s ultra-filtered milk brand Fairlife, which offers protein shakes, isn’t specifically marketed to people on GLP-1s, but is growing substantially, Coca-Cola executives have said in recent calls with Wall Street analysts, helping buoy the entire company. — Reuters
