The reformulation launches alongside a partnership with rugby medalist Ilona Maher and a nationwide protein for all campaign designed to bring protein clarity to everyday consumers.
Oikos, a high-protein yogurt brand of Danone North America, is making its return to football's biggest stage with a new Game Day spot, "The Big Hill." The 30-second ad shows how the protein-packed lineup from Oikos can boldly power the strength it takes to push through life's uphill battles, proving that "Stronger Makes Everything Better."
Fandemonium around professional athletes like Lionel Messi, Caitlin Clark, and Coco Gauff is definitely sparking interest in sports and nutrition among Gen Zers (ages 12 to 27) and causing this group to focus more on personal nutrition and exercise routines.
In a relatively new category, hybrid dairy, which combines both plant-based and animal-based ingredients into a single food, has yet to fully take off. Dairy processors started experimenting with hybrid dairy after seeing meat producers come out with blended meats.
Anyone questioning the growth of the sports nutrition market can look at the merger and acquisition space. The most recent transaction in this market — at press time — was The Simply Good Food Co.