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Blog

The dairy-plus-grains new product frenzy that will define the next year

Over the next twelve months every dairy company (and many breakfast cereal companies) will either launch or think about launching a single-serve product that combines oats (or another grain) with dairy (usually yoghurt).

It’s a new product opportunity that New Nutrition Business has been advocating for about four years – most recently just for weeks ago (see our argument in favour of this product type in this blogpost:   http://goo.gl/yDNs8V).

So far most companies have held back, leaving the field open to small entrepreneurial start-ups, some struggling to understand the opportunity, others hoping to see a big success.

All that will change with the debut a two months from now of an oats-plus-yoghurt single-serve product from Chobani, the world’s biggest Greek yoghurt maker and the company that gave birth to the Greek yoghurt revolution that has transformed the US, redefined the strategy of Danone (which is playing catch-up) and is working its influence on dairy globally.

Once Chobani does it, everyone will want to do it. In America dairies will throw themselves into a frenzy of me-too activity. In Europe the frenzy will be less intense, but the me-toos will still appear everywhere. In Asia too, it will be an opportunity, although there will be a reluctance to go ahead with the concept – right up to the moment when Chobani or someone else does it first. That’s a pity, because thanks to Quaker there are many markets where oats are well-established – or where there are local grains that could be used instead – and where dairy has a great image.

This surge won’t stop at oats-plus-yoghurt. It’s possible to have a single-serve pot that combines any grain or seed with any dairy (though you should make sure the dairy product you use is high protein, to give a pleasing mouthfeel and sense of satisfaction).

A year from now what seemed like a new idea will be an everyday item.

Read more on the blog

 
Juian Mellentin

Industry Events
Vitafoods Europe The global nutraceutical event

Date: 6-8 May 2014

Location: Palexpo, Geneva, Switzerland

Weblink: http://www.vitafoods.eu.com



7th Protein Summit 2014
Bridge2Food is delighted to present the 7th Protein Summit to focus on creating sustainable opportunities in the protein food and feed value chains.

Date: 18-19 September 2014

Location: Rotterdam, The Netherlands

Weblink: http://www.bridge2food.com/events/ingredients-platform/protein-summit-2014/summary.html


Benefiq 2014 International Rendezvous on Health Ingredients

Date: 23-25 September 2014

Location: Quebec City Convention Centre, Quebec, Canada

Weblink: http://www.benefiq.ca/en/?page_id=54


Hi Europe & Ni The 360° perspective of the health, natural and nutrition industry

Date: 2-4 December 2014

Location: Amsterdam RAI, The Netherlands

Weblink: http://www.foodingredientsglobal.com/hie/home


In-depth analysis of trends and excellent insights. The case studies provide solid market data and I refer to them often and in particular when starting new initiatives. Mary Parsons VP Global Platform Development, The Hershey Company



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I regard NNB as a reliable, unbiased source of information. Also it is one of the very few publications which try to analyze and understand markets, not only report what has happened. Kalle Leporanta Valio Ltd