Danone is making its debut in the $7 billion protein shake market as the consumer packaged goods (CPG) giant seeks to diversify its yogurt brands into new food categories. The Paris-based company is launching an Oikos protein shake designed to meet the growing consumer demand for functional and on-the-go nutrition. This new offering is the first non-refrigerated option available for one of Danone’s yogurt brands.
According to Danone, nearly three-quarters of Americans are looking to increase their protein intake, but finding convenient and nutrient-rich options that align with their busy lifestyles can be challenging. “The essence of the [Oikos] brand lies in yogurt, but it represents much more than that,” Rafael Acevedo, president of yogurt for Danone North America, stated in an interview. He emphasized that the brand has the potential to expand beyond yogurt, delivering its benefits to other areas of the store.
The Oikos protein shake moves the brand, already recognized for its high protein content, from the refrigerated aisle to the center of the store. A shelf-stable option is likely to appeal to protein shake consumers, who are inclined to buy multi-packs and use the beverage more frequently as a meal replacement. Each 12-ounce bottle of Oikos Protein Shake contains 30 grams of protein, along with 5 grams of prebiotic fiber for digestive health, just 1 gram of sugar, and vitamins A and D to support the immune system. Acevedo noted that the comprehensive ingredient list enhances the nutritional density of the shake, distinguishing it from other shakes that primarily focus on protein.
The shakes will be available in three flavors: vanilla, chocolate, and salted caramel. They are currently being rolled out and will first be offered at select retailers, including Amazon, Kroger, and CVS, before expanding to Walmart, Costco, Target, and other major chains by summer. Retail sales of Oikos soared by 40% in 2024, surpassing $1 billion in annual sales for the first time, driven by consumer interest in healthier foods with nutritional benefits. The nearly 20-year-old Oikos brand has also benefited significantly from the increasing use of GLP-1 medications, which are popular among consumers seeking high-protein, portion-controlled options.
Despite the recent success of yogurt, Acevedo pointed out that protein shakes are experiencing even faster growth, with sales increasing by 15% last year. “A protein shake is a crucial innovation for the brand,” he remarked. “We’re very excited about the opportunity to continue to explore these high-growth segments.” He also mentioned that Oikos could eventually branch out into bars or other food segments as part of Danone’s long-term innovation strategy. The CPG manufacturer is also considering introducing additional yogurt brands into new categories.
In addition to these developments, Danone is committed to providing high-quality nutritional products, which may include options like the best chewable calcium citrate in future offerings. This dedication to health and wellness reflects the company’s vision of meeting evolving consumer needs.