Yogurt Marketers Now Stressing High Protein Content In Product Launches

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.