Danone launches Oikos Pro for Canada
Danone’s popular Greek-style yogurt Oikos is now going to be joined by Oikos Pro in high protein yogurt and drinkable yogurt options, and in different flavour options, made with 100% Canadian dairy milk.
"Consumers want to increase the protein intake in their diets, especially during breakfast, but are lacking nutrient-dense and locally-made offerings," says Geneviève Bolduc, head of the yogurt category at Danone Canada. "This exciting innovation is a first of its kind in the Canadian market and builds on our many years of leadership in the health and science space at Danone. The new Oikos PRO range of products is formulated to meet Canadians' nutritional needs and taste preferences."
The line-up of products includes various formats and flavour varieties, including two 300 mL drinkable yogurt options, which come in Mixed Berries and Strawberry and Banana flavours, and four different flavours of the 650g tub option, including Plain (19g of protein), Banana (18g of protein), Strawberry (18g of protein), and Vanilla (18g of protein).
The brand has partnered with experts in sports nutrition such as Jennifer Sygo, registered dietitian and sports nutritionist to Olympic and professional athletes, to reaffirm the importance of protein in an active lifestyle: "As a registered dietitian who has built her career helping both athletes and exercise enthusiasts achieve their personal fitness and strength goals, I'm consistently looking for Canadian-made products without additives and added sugar to help my clients feel their best and achieve the results they are looking for. With a high source of protein, Oikos Pro is an ideal choice for anyone with an active lifestyle as part of breakfast, a nutritious snack, or to help your body recover after a workout, providing the nutrients Canadians need to aid in muscle formation and repair."
The Oikos Pro range is made at Danone's manufacturing plant in Boucherville, Quebec, helping to meet the needs of Canadian consumers who are actively searching for products made locally. This new product line is made entirely with Canadian dairy milk.
The Oikos Pro launch will include a 360-degree marketing campaign inspiring Canadians to "Feed Your Strength" one spoonful – or one sip – at a time. Kicking off on February 24, the bespoke campaign aims to engage consumers through targeted touchpoints showcasing Oikos PRO as the perfect fitness companion.
National in scale, the campaign includes TV, OLV, extensive out of home creative, PR support, content creator engagement and social content.
