Dive Brief:
- Dannon has launched its first new brand since 2011 -- a dessert called Dannon Creamery.
- The product marks a departure for Dannon, which is closely tied to breakfast and lunch consumption. Dannon Creamery is marketed as a something to be eaten in the evening.
- The new product, made with Greek yogurt and topped with fruits, is described by the company as "pudding and cheesecake inspired."
Dive Insight:
Odds are Dannon Creamery will do exactly what it's intended to do -- drive incremental growth in the yogurt space. And that's a good idea.
But it's not an original idea. Dannon's plans sound remarkably similar to rival Chobani's plans to launch a dessert called Chobani Indulgent.
