Mumbai: French dairy major Danone on Friday announced the launch of its creamy stirred yogurt in select markets in the country priced at Rs 20 for 100 gm and Rs 37 for 250 gm.
The product will be available in three flavors - plain sweet, strawberry and pineapple - at 1,000 outlets in Mumbai, Pune, Hyderabad, and Bangalore.
“I feel it’s a massive innovation for the Indian market because it’s the first real stirred yogurt. It is a mix of the global technology that we have in creamy yogurt and the input of the local team to match it with the Indian taste,” Danone Food & Beverages India managing director Jochen Ebert told the agency.
“This is not a global brand roll-out, this is more of an Indian strategy,” Ebert said, adding the brand is currently popular in Argentina only.
The product is targeted at the health conscious people and can also be consumed with cereals, chocolates chips, and fruits.
Asked about the rationale of launching the product in only four cities, Ebert said, “This is targeted at the social economic class. In these cities you find consumers who are used to or open to the category and secondly we find the trade structure favors these cities. We find a lot of consumers in this area. So we are very confident that we can find enough consumers in these areas.”