Danone is backing the trend for Greek in a big way with the launch of a new standalone brand entirely devoted to Greek-style yoghurt.
Oykos is a luxury Greek-style yoghurt layered with fruit, targeting at younger women. It hits the mults today (7 May) and comes in three variants – peach, pear and strawberry – all available in four-packs (rsp: £2.19).
Danone has been offering Greek-style variants under its Activia brand since September 2011 but said it now wanted to further capitalise on growing consumer interest in Greek-style yoghurt with a dedicated offering.
Design agency Dragon Rouge, which worked on the Oykos brand and packaging, said Greek-style was an “area of big opportunity” for Danone, which the company wanted to tap into with a brand of creamy Greek-style yoghurts with fruit which would be “premium, distinctive and with strong potential for long-term success”.
The Greek-style yoghurt market has seen a flurry of activity recently. In addition to Danone launching Activia Greek Style, Müller launched Corner Greek Style split pots in 2010 and added Greek-style variants to its low-fat Müllerlight range earlier this year.
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