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Danone is entering the $7 billion protein shake market for the first time as the CPG giant aims to bring its yogurt brands into new food categories.
The Paris-based company is introducing an Oikos protein shake that taps into consumer demand for functional, on-the-go nutrition. The Oikos Protein Shakes are the first non-refrigerated option on the market for one of Danone’s yogurt brands.
Nearly three-quarters of Americans want to consume more protein, Danone noted, but finding that in a convenient and nutrient-packed option to fit their busy lifestyles isn’t always easy.
“The heart of the [Oikos] brand is in yogurt, but the brand stands for more than that,” Rafael Acevedo, president of yogurt for Danone North America, said in an interview. It “has the potential to expand beyond yogurt, to bring these benefits to other places in the store.”
The protein shake brings Oikos, already known for its high protein content, from the refrigerated section to the center of the store. A shelf-stable option can be a selling point for protein shake drinkers, who are more likely to purchase multi-packs and consume the beverage on a more frequent basis as a meal replacement.
Each 12-ounce bottle of Oikos Protein contains 30 grams of the muscle-building attribute. The drink also includes 5 grams of prebiotic fiber to support digestive health, 1 gram of sugar and vitamins A and D for immune system support.
The broader better-for-you ingredient list makes the shake more nutritionally dense, Acevedo said, and separates it from other shakes that typically only prioritize protein.
The shakes will be available in three flavors: vanilla, chocolate and salted caramel. They are currently rolling out on shelves and will first be available at select retailers including Amazon, Kroger and CVS, before appearing at Walmart, Costco, Target and other large chains in the summer.
Retail sales of Oikos surged 40% in 2024, topping $1 billion in annual sales for the first time, as it benefited from consumer interest in healthier foods with nutritional benefits. The nearly 20-year-old Oikos brand also has been a major beneficiary of an uptick in the use of GLP-1 medications, with the yogurt offering high protein levels and portion-controlled containers.
Despite the recent strength in yogurt, Acevedo said protein shakes are growing faster, with sales increasing 15% last year.
A protein shake “is a very important innovation for the brand,” he added. “We’re super excited about the opportunity to continue to move into these high-growth segments.”