Dairy Food Packaging / Vertical Markets

Yogurt packaging specifically for men launches

Danone for Men product line aimed at masculine taste preferences

January 29, 2014
/ Print / Reprints /
ShareMore
/ Text Size+
Trans

Food company, Danone launched its own yogurt product line for men in Bulgaria in summer 2013. The successful concept is currently being expanded to other markets. Packaging partner Greiner Packaging (greiner.at) emphasizes its clear positioning with stylish, sleeved cups.

In a number of studies, Danone Bulgaria concentrated on the taste preferences of Bulgarian men in yogurt consumption. The major findings revealed that men in Bulgaria particularly like yogurt products with thick consistency, high fat content, and a distinctive taste. Natural ingredients were also sought after. These insights influenced the creation of the product line, Danone for Men, which has been a success in the Bulgarian market since summer 2013.

Masculine packaging design

Greiner Packaging was commissioned with the packaging concept for Danone for Men. Deep black – a symbol of strength and dominance – dominates the look. The masculine need for clear structures is reflected in a unique cup shape. Straightforward, minimalist graphics appeal to the male aesthetic sense. “The shape of the cup presented a huge technical challenge, especially with respect to the filling process. We’re glad we were able to meet these high demands,” explains Kenneth Boldog, Head of Division K at Greiner Packaging International. The cups for Danone for Men contain 190 or 370 grams and are decorated with a sleeve.

Content and promotion according to masculine taste

Danone for Men fulfills the desire for high fat content in the form of a natural yogurt with five percent fat. Fresh slices of peach and real walnuts are the natural ingredients that also provide flavor. Danone for Men yogurt products are so thick that they may even be consumed with a fork. This feature was also played up as a key message in advertising through the use a fork display as tall as 2.5 meters. Danone Bulgaria also supports the new product line with its own specially designed refrigerators in supermarkets.

Did you enjoy this article? Click here to subscribe to Food and Beverage Packaging

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 Beverage Breakthroughs of the Year

Beverage packaging innovations huff, puff and blow traditional packaging down.

Food and Beverage Packaging

FBP October 2014 cover

2014 October

Check out the October 2014 issue of Food & Beverage Packaging, with a special PACK EXPO preview, and much more!

Table Of Contents Subscribe

Packaging Innovation

Which segment do you see the most innovation in packaging?
View Results Poll Archive

The Food and Beverage Packaging Store

M:\General Shared\__AEC Store Katie Z\AEC Store\Images\FBP\modified-atmosphere.gif
Modified Atmosphere and Active Packaging Technologies

Many factors are relevant in making the proper choice of food packaging material, including those related to shelf life and biodegradability.

More Products

FBP Buyer's Guide

2013 FBP Buyers Guide

 

 

Food and Beverage Packaging's Buyer's Guide provides a list of suppliers of food and beverage packaging solutions. 

STAY CONNECTED

 Facebook iconTwitter iconYoutube icon LinkedIn icong+icon

Clear Seas Research

CS-OflRGBhomepage.jpgWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.