Danone's Oikos yogurt brand enters protein shake market

Jessica DiNapoli

Fri, May 16, 2025, 11:46 AM 2 min read

By Jessica DiNapoli

NEW YORK (Reuters) -Danone introduced a caller macromolecule shingle nether its Oikos yogurt marque this week arsenic rivals Coca-Cola's Fairlife and Chobani with akin products summation popularity with consumers and those taking weight-loss drugs specified arsenic Wegovy.

The institution is looking to participate the $7 cardinal macromolecule shingle market, said Shane Grant, lawman CEO of Danone Americas, successful an interrogation past month.

"Three-quarters of (U.S. consumers) privation much macromolecule successful their diet, and GLP-1s are lone accelerating this demand," Grant said, referring to the weight-loss medications. "We spot the explosive maturation crossed tons of demographics and occasions."

Danone said it spent astir 1 twelvemonth processing the shake, which is priced astatine $3.69.

People taking weight-loss drugs are encouraged to devour much macromolecule to debar losing muscle, Reuters has reported, starring to nutrient makers specified arsenic Nestle and Conagra offering caller products precocious successful the nutrients oregon re-labeling existing ones to conscionable the caller demand.

Makers of smoothies and shakes person besides joined the trend. Ultra-filtered beverage marque Fairlife, which offers macromolecule shakes, isn't specifically marketed to radical connected GLP-1s, but is increasing substantially, Coca-Cola executives person said successful caller calls with Wall Street analysts, helping buoy the full company.

Energy-drink shaper Celsius successful February acquired Alani Nu, different shaper of a fashionable macromolecule shake.

France-based Danone says the Oikos shingle is bully for digestive wellness due to the fact that it has 5 grams of a definite benignant of fiber. The company, with the caller product, is responding to a inclination of U.S. consumers paying much attraction to what they eat.

"We spot a larger question toward nutrition and wellness arsenic portion of the docket for the American consumer," Grant said. "We spot that American user anticipation (of) wellness done nutrient arsenic growing."

Grant said helium besides sees U.S. Health Secretary Robert F. Kennedy Jr.'s Make American Healthy Again campaign, which is seeking to overhaul U.S. packaged nutrient and ingredients successful it, arsenic portion of that user movement.

Danone is turning to societal media influencers to assistance merchantability the product, the institution said.

(Reporting by Jessica DiNapoli successful New York; editing by Diane Craft)