Dannon, White Plains, N.Y., launched Oikos Triple Zero last month, a Greek yogurt with 15 grams of protein that has zero added sugar, zero artificial sweeteners and zero fat.
The new Greek yogurt is available in six flavors: vanilla, coconut crème, strawberry, banana crème, mixed berry and peach. The suggested retail price is $1.19 per 5.3-ounce cup and it's now available nationwide.
In an effort to engage with a wider audience, the brand became the official yogurt of the NFL and introduced this product that appeals equally to both men and women, according to the company. Through its marketing efforts, Dannon is changing the current market where yogurt is disproportionately consumed by women as compared to men.
In a new advertising campaign that began on January 12, Dannon and Carolina Panthers quarterback, Cam Newton, encouraged consumers to look beyond traditional staples for protein. Dannon will be supporting the launch of the product with a multi-million dollar media investment. With the goal of expanding its once predominantly female consumer, the brand will be exploring integrated partnerships with television networks with a high male viewership. The brand will also be a presenting sponsor of various NFL network shows.
Dannon is a subsidiary of Danone.
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