Balls of chocolate on one side. A yogurt on the other. Fantasia, the new Danone yogurt, advocates uninhibited pleasure. The world dairy giant, which has set a goal for two years to revive the market for ultra-fresh, hopes to attract young adults who still deserting the radius of the supermarket yogurts.
The newest member of Danone, which will be sold in packs of three to 1.29 euros, also wants access to the same unit price Activia. It has been sold in Germany and Poland is one of the few brands of yogurt created by the group since Danacol (2004). Launched in 2007, Essensis (supposed to "nourish the skin from the inside") had ended two years later by a failure and was removed from shelves.
"Young adults are looking for fun and pleasure," said Olivier Delam, Marketing Director of Danone Dairy France."In this time of crisis, pleasure products have appeal to all audiences," he adds.
The fun would it have supplanted health in the speech of Danone, who has built his image in recent years about health through diet? "There has always been in the portfolio of brands Dannon pleasure. We've never done an exclusive health, "says Olivier Delam. "With Fantasia, we are more in family than in the Danette Danacol (which helps to fight against cholesterol, Ed)," he concedes.
Fantasia is not the first offensive "pleasure" of the year for Danone. In recent months, the group, already present in the water, baby food and clinical nutrition and dairy products has increased in the fruit.Earlier this year, he launched into compotes (Gervais, Taillefine) and managed to steal 20% behind market leader, Hero fast cash now. He then concluded in March in a partnership with fruit juice before you buy Chiquita Brands this summer smoothie maker Immédia.
The health benefits
Until then, the group had relied on its products to health benefits to snatch market share to its competitors. But the context has changed, the European regulation has hardened. The EFSA, which validates the health claims on packaging of its yogurts, gave its approval for Danacol, Petit Gervais, but the retoqué Immunofortis (expected to strengthen the immune system of babies). Last spring, before the decision of the EFSA on Activia and Actimel, Danone has ceased to communicate on the health benefits of its two best-sellers, who represent a quarter of its sales.In advertisements, references to taste and the family have replaced those on health. "The positioning of Danone has always been focused on health and pleasure. This is the way to express the performance marketing must adapt to this context, recently told the Figaro Franck Riboud.
This shift, which may explain Fantasia, tested for several months in the test market of Sens, was preferred for France Densia, also tested at the beginning of the year (Brive). This yogurt is supposed to help "keep strong bones" seniors, was successfully launched last year in Spain. No decision has been taken so far for the French market.
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