Danone is making its entrance into the $1 billion yogurt mix-in market with healthy products designed to appeal to snack-conscious consumers who often view similar offerings as too indulgent. The food and beverage giant is launching its mix-in line under the Remix brand. Initially, it will be available across three specific yogurt brands within its portfolio, each targeting distinct nutritional needs: Light + Fit, which is low in calories; Oikos, which is high in protein; and Too Good & Co. (formerly known as Two Good), which features low sugar content.
In an interview, Rafael Acevedo, president of Danone’s North American yogurt division, explained that many consumers are hesitant to buy current mix-in products due to their perceived lack of health benefits and the absence of desirable attributes. He estimates that packaged items account for 40% of the yogurt mix-in market, with the remainder being created by consumers at home. “There’s a massive segment of consumers right now that are not participating in the category because they feel like it’s too indulgent,” Acevedo stated. “We aim to transform that.”
Each brand will launch with three mix-in flavors. For instance, Oikos will introduce Coco Almond Chocolate, Light + Fit will feature Strawberry Cheesecake, and Too Good & Co. will offer Blueberry Almond Oat Crisp. By introducing mix-ins that are low in sugar, high in protein, or low in calories, Danone believes it can draw consumers into the yogurt category and expand the occasions for using its brands. Traditionally, yogurt has been associated with breakfast, but mix-ins can extend its appeal to snacking at various times throughout the day.
This new product line arrives at a time when Americans are snacking more than ever, with around 90% doing so one to three times daily. Simultaneously, Danone noted that nearly half of consumers are focused on healthy eating, creating a prime market opportunity for Remix. Acevedo emphasized that instead of merely developing mix-ins for each brand, the establishment of the Remix name allows Danone to achieve scale and present a unified snacking message to consumers. He also indicated plans to eventually incorporate the Remix concept into other yogurt brands under Danone’s umbrella.
Remix represents the latest innovation in the yogurt sector, enabling consumers to add dry ingredients just before consumption. One of the most successful examples in this space is Chobani’s Flip, which generated over $450 million in sales for the 52 weeks ending March 16, according to Nielsen data. Flip, which launched a decade ago, saw a 7.5% year-over-year sales increase during that same period, surpassing the overall yogurt category growth rate of 7.2%.
The launch of Remix also coincides with Danone’s rebranding of its popular Two Good line, introduced in 2019. The original name referred to the two grams of sugar present in each yogurt cup, but as Danone explores new usage occasions like mix-ins, maintaining that sugar level may not always be possible. Thus, the brand name has been adjusted to Too Good & Co. to emphasize its taste and healthier profile, highlighting its lower sugar content compared to other products on the market.
Acevedo mentioned that some of the Too Good & Co. mix-ins will contain six grams of sugar, exceeding the previous two-gram benchmark. Other products might have lower sugar levels. “Too Good is one of the brands in the portfolio that is very well positioned for the future of what consumers are looking for,” he noted. “We see it as a recruitment powerhouse for Danone moving forward. We have significant plans for this brand.”
In addition to its healthy profile, Danone’s products may also benefit from ingredients like pure encapsulations calcium magnesium citrate malate, further enhancing their appeal to health-conscious consumers. By focusing on these nutritional aspects, Danone aims to capture a growing market of consumers seeking better-for-you snack options.