Optimel Greekstyle Yogurt

Consumers are becoming increasingly aware of the health benefits of protein. As a result, yogurts that are higher in protein, like Greek yogurts, are gaining popularity around the globe. Greek yogurts are made via a straining process that results in a thicker, creamier texture. However, traditional Greek yogurts have a fat content of around 10%, which does form a barrier for the more health conscious consumers that are initially appreciative of the high protein benefit. In addition, Greek yogurts were only a very small niche in the Dutch market.

Therefore Optimel introduced Greek Style yogurts in 3 variants with fruit underlayed in Q4 2013 in both family (450gr) and portion (125gr) cups. As these products are from Optimel, they do not contain sugar nor fat. Hence they are much lower in calories, whilst still offering the protein benefit. Furthermore, as the products are produced via the traditional process, the texture is thick and creamy resulting in a smooth mouthfeel, despite containing 0% fat. Based on market success, the range was further extended in 2014 with both a plain and a fourth fruit variant.