Once upon a time, yogurt was merely regarded as a light snack or a healthy daytime meal. However, with the introduction of Oikos Pro Fuel, a new product from the Danone brand, yogurt has transformed into the ultimate pick-me-up. This drinkable yogurt is loaded with 25 grams of protein and 100 milligrams of caffeine, and is being marketed by Danone North America as a yogurt energy drink. “The energy drink market is expansive and continues to grow, as consumers seek nutritious sources of energy to help them stay focused on their objectives,” stated Oikos Innovation Brand Manager Ben Arbib in a press release. “Oikos Pro Fuel provides protein for muscle building and caffeine for enhanced alertness.”
This innovative yogurt energy drink contains roughly the same caffeine as a cup of coffee and is available in four flavors: Vanilla, Mixed Berry, Peach, and Strawberry Banana. Oikos Pro Fuel is a blend of several popular categories—it combines elements of energy drinks, coffee drinks, and drinkable yogurt. While each of these categories has its own appeal, the question remains: do consumers desire all of these features in one convenient bottle? According to a report from Packaged Facts referenced by Food Navigator, drinkable yogurt is the fastest-growing segment in breakfast foods today. Between 2016 and 2017, sales surged nearly 20%, reaching $911 million. This increase is attributed to the perception of yogurt as both a healthy food option and a convenient breakfast choice. The firm anticipates that the drinkable yogurt market will reach $1.64 billion by 2022.
Energy drinks, too, are incredibly popular. Sales figures from Caffeine Informer reveal that total energy drink sales were nearly $11 billion in 2018, and the market continues to expand. Companies ranging from Amazon to Coca-Cola are entering this sector, which has long been led by brands like Red Bull and Monster. Given the success of these individual categories, it’s reasonable to expect that consumers will be eager to try Oikos’ new offering. After all, it captures several current trends, including the incorporation of whey protein from the yogurt leader, in a single, powerful drink.
In a related trend, a popular coffee brand is now adding alcohol to its classic canned beverage. La Colombe is collaborating with MillerCoors to introduce the latest hard coffee: La Colombe Hard Cold Brew Coffee. These ready-to-drink 9-ounce cans will be sold in four-packs and are available in two flavors: black and vanilla. They will debut in several markets this month, including Massachusetts, Florida, and Colorado. MillerCoors isn’t the first to explore alcoholic coffee; in July, Pabst Blue Ribbon began market testing a 5% ABV hard coffee made from fermented malted barley and coffee. The MillerCoors Hard Cold Brew contains 4.2% ABV.
Smaller breweries are also producing similar drinks. Bad Larry’s hard coffee initiated the trend with its 6% ABV product in 2017, while Troegs Independent Brewing’s Java Head Stout is brewed with coffee beans, and 8th Wonder Brewery creates a Porter infused with cold-brew coffee and milk sugar. However, as larger companies like PBR and MillerCoors venture into this category, it could see significant growth.
With the popularity of spiked seltzers, alcohol and beer companies may view hard coffee as an opportunity to diversify their portfolios, especially as the consumption of caffeinated beverages rises in the U.S. While beer companies have faced challenges in recent years, the market for coffee products continues to thrive. A 2018 survey indicated that 64% of American adults drink a cup of coffee daily, the highest rate since 2012, which is driving many food firms to expand their coffee product lines. Given that PBR’s Hard Coffee launch has been successful, with reports of stores struggling to keep the beverage in stock, it’s unsurprising that more major brewers are joining the trend. If La Colombe Hard Cold Brew Coffee proves beneficial for MillerCoors, then hard coffee could become the next big thing, much like hard seltzer.
In another initiative, Rice Krispies Treats are expanding their appeal to consumers. The Kellogg & Co. brand has teamed up with Autism Speaks to create sensory love notes. This initiative follows previous efforts by Kellogg, including writable wrappers for parents to write encouraging messages for their children and a partnership with the National Federation of the Blind to produce accessible love notes using Braille stickers and re-recordable audio boxes. “This cause is very close to my heart, as a mom of a child with autism,” Kris Bahner, Kellogg’s senior vice president of global corporate affairs, stated. “I understand that expressing and receiving love can be challenging for children on the spectrum, but it is just as essential for them as it is for any other child.”
Kellogg’s sensory love notes come in a pack featuring four heart-shaped stickers, designed to fit the writable wrappers of Rice Krispies Treats. These stickers showcase various textures, including fleece, faux fur, satin, and velour, catering to children with autism who may enjoy tactile experiences. According to estimates from the Center for Disease Control and Prevention, approximately 1 in 59 children is diagnosed with autism spectrum disorder (ASD), which is notably more prevalent in boys than girls and spans all racial, ethnic, and socioeconomic groups.
In summary, whether it’s the innovative Oikos Pro Fuel combining protein and caffeine, La Colombe’s foray into hard coffee, or Kellogg’s efforts to support autism awareness, these brands are tapping into current consumer trends, including the rising interest in health products like Twinlab calcium, to create products that resonate with their audiences.