• by Danielle Oster , April 3, 2024

American consumers are snacking more, but they’re also trying to eat healthier. Danone is trying to convince them it has the answer.

According to a 2023 Statista study, “Snacking Consumption among Adults in the United States: A  Scoping Review,” 90% of consumers said they snack one to three times per day, while nearly half of consumers say they're trying to eat healthy. Both data points are cited by Danone North America in an announcement about its new Remix line of mix-in varieties, which it claims checks both boxes. 

Rafael Acevedo, president/GM at Danone North America told Marketing Daily, “We have seen an increasing number of consumers moving into snacking, compared to the past. We wanted to deliver more value to consumers [for that occasion in particular] by launching an innovation that delivered something new for what they need.”

“In the yogurt category there are mix-ins, but they tend to be very indulgent,” he added. “When we talked to consumers, we found there is a segment of consumers interested in snacking options, but looking for better-for-you options.”

Spanning several of its brands, Remix is an attempt to increase Danone brands’ snacking appeal with flavorful mix-ins to brands continuing to tout their health benefits.

Remix launches in major grocery retailers including Albertsons, Hannaford, Kroger, Meijer, Stop and Shop, and Wakefern, as well as Target this month and Publix in June. The Remix line will encompass Oikos Remix in Coco Almond Chocolate, S’mores, and Salted Caramel varieties; Light + Fit Remix across Strawberry Cheesecake, Key Lime, and Brownie Sundae varieties; and Too Good & Co. Remix in Strawberry Dark Chocolate Almond, Banana Dark Chocolate Honey, and Blueberry Almond Oat Crisp varieties.

The varieties can also be combined across brands at point-of-sale with a “Remix Your Snack” bundle.

“The power and benefits of brands will continue to be very important,” Acevedo said, citing Oikos as a brand that “goes beyond the benefits of functional protein” and “connects with consumers at an emotional level.”

Each brand’s nutritional benefits alongside the new flavors is also very important, according to Acevedo, who said research showed a significant number of consumers look for options with less sugar. Oikos Remix contains 11 grams of protein in a 4.5 ounce cup, which the brand claims sets it apart from competitors; Light + Fit’s Remix varieties have 120 grams of calories or less; and Too Good & Co.’s Remix varieties contain only six grams of sugar.  

Acevedo said the Remix line’s primary consumer target is millennials and Gen Zs who over-index on snacking. Each brand also has its own appeal to a specific core consumer: Oikos is focused on a “healthy go-getter”; Too Good & Co. is for those interested in “simple, clean health”; and Light + Fit leans into dessert-inspired flavor options with low calories.

Danone invited consumers to “co-develop” some of the flavors which it ultimately brought to market. “We wanted to make sure that we could move fast but get the right consumer feedback,” Acevedo explained. “From a consumer perspective, this was a different approach, more like co-creation sessions where they were able to interact with our teams. It’s something we learned a lot from, and want to do more of."

To support the launch of Remix, Danone is investing in a marketing campaign centered around online video executions for each of the three brands, as well as digital and social components.