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Yogurt Marketers Now Stressing High Protein Content In Product Launches

December 3, 2013: 12:00 AM EST
Problems over health claims of yogurts containing probiotics have pushed marketers to emphasize claims of high protein. More than 10 percent of recent yogurt launches globally used protein claims; in the U.S. a third of new launches were positioned this way. The trend is catching on, thanks to the booming interest in Greek and Greek-style yogurts, which have higher protein content. This in turn has led to the emergence of a sub-category, known as “brogurt”, targeting men, especially those interested in fitness. A new U.S. product, Powerful Yogurt, says it is the first Greek yogurt to target a male audience. It is sold in eight-ounce cups, each containing 25 grams of natural protein.
"Protein Claims Gaining In Yogurt Over ‘Probiotic’", Nutraceuticals World, December 03, 2013, © Rodman Media
Functional Foods
Proteins, non-dairy
North America
United States of America
Market News
Marketing & Advertising
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