Danone: Light & Free Yogurt

Danone, a food company, designed colourful, hand-drawn pots for its new 'Light & Free' range of yoghurts, to stand out in the diet yoghurt category.

Design consultancy: Dragon RougeAdvertiser: Danone

Executive summary

A bold new presence in the yogurt chiller for health-conscious adults

Danone are on a mission to bring "health through food" to as many people as possible, but while brands like Activia and Actimel had traditionally performed well with older female consumers, Danone under-indexed with younger women.

In 2015, Danone identified the opportunity to create a healthy, but rewarding yogurt, which would delight consumers who'd become accustomed to the lowered eating expectations of low-calorie yogurt. The new brand would offer truly great-tasting Greek-style yogurt with real fruit pieces. It would...

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