{"id":26319,"date":"2018-05-09T11:44:30","date_gmt":"2018-05-09T11:44:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/danone-veut-redynamiser-la-consommation-de-yaourts-2\/"},"modified":"2018-05-09T11:44:30","modified_gmt":"2018-05-09T11:44:30","slug":"danone-veut-redynamiser-la-consommation-de-yaourts-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/danone-veut-redynamiser-la-consommation-de-yaourts-2\/","title":{"rendered":"Danone veut redynamiser la consommation de yaourts"},"content":{"rendered":"<p><strong>Danone<\/strong> revient \u00e0 ses racines avec la relance ambitieuse de sa gamme de yaourts. L\u2019objectif\u00a0: stimuler la consommation de produits laitiers en redonnant au yaourt sa place dans une routine saine.<\/p>\n<p><!--break--><\/p>\n<h2>\nConsommation plus r\u00e9guli\u00e8re<\/h2>\n<p>\u00ab\u00a0La consommation par habitant de produits laitiers en Belgique est \u00e0 la tra\u00eene par rapport \u00e0 celle des pays voisins\u00a0\u00bb, rappelle le market director Belux Wim Bauwens. \u00ab\u00a0\u00c0 peine 2\u00a0% de la population consomment quotidiennement la quantit\u00e9 journali\u00e8re recommand\u00e9e. Face \u00e0 ce constat, Danone doit prendre ses responsabilit\u00e9s.\u00a0\u00bb Le potentiel existe, \u00e0 plus forte raison depuis que le yaourt et le yaourt nature en particulier ont \u00e9galement fait leur entr\u00e9e dans la nouvelle pyramide alimentaire en Flandre. \u00ab\u00a0Le d\u00e9fi consiste \u00e0 inciter les gens \u00e0 consid\u00e9rer le yaourt comme partie int\u00e9grante de leur routine alimentaire, essentiellement au petit-d\u00e9jeuner mais aussi comme en-cas. Il faut augmenter la fr\u00e9quence d\u2019achat.\u00a0\u00bb<br \/>\n\u00a0<\/p>\n<p>La cat\u00e9gorie des produits laitiers frais est sous pression depuis un certain temps d\u00e9j\u00e0. Le segment continue de progresser en valeur gr\u00e2ce au succ\u00e8s de concepts tels qu\u2019Oikos et Pur Natur, mais les volumes reculent. \u00ab\u00a0\u00c0 plus long terme, l\u2019<em>indulgence<\/em> et la pr\u00e9miumisation ne sont pas des solutions. En tant qu\u2019acteur majeur du secteur, nous devons prendre le lead de la cat\u00e9gorie des produits laitiers de demain\u00a0\u00bb, ajoute la senior brand manager Julie Haspeslagh.<br \/>\n\u00a0<\/p>\n<p>\u00ab\u00a0Comment envisageons-nous la cat\u00e9gorie\u00a0? O\u00f9 voulons-nous aller\u00a0? Danone a b\u00e2ti son succ\u00e8s sur la sant\u00e9. Ces derni\u00e8res ann\u00e9es, nous avons surtout mis\u00e9 sur des innovations dans la sph\u00e8re \u2018<em>pleasure<\/em>\u2019, comme Oikos, qui a plus que r\u00e9pondu \u00e0 nos attentes. . Nous avons de ce fait quelque peu d\u00e9laiss\u00e9 Danone, la marque phare de notre portefeuille. Nous devons aujourd\u2019hui repositionner le yaourt comme produit de consommation r\u00e9guli\u00e8re.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Relooking complet<\/h2>\n<p>Le moment est donc venu pour une nouvelle \u00e9tape et pour un retour aux sources. Cette relance doit marquer un tournant et inciter les gens \u00e0 augmenter leur consommation de yaourt. Et ce ne sont pas les bons arguments qui manquent. Le yaourt contient des nutriments essentiels comme les prot\u00e9ines et le calcium. Les ferments pr\u00e9sents dans le yaourt am\u00e9liorent en outre la digestion du lactose du produit chez les personnesqui ont des difficult\u00e9s \u00e0 dig\u00e9rer cette substance\u2013 une all\u00e9gation qui figure dor\u00e9navant sur l\u2019emballage du yaourt nature.<br \/>\n\u00a0<\/p>\n<p>\u00c0 quoi faut-il s\u2019attendre concr\u00e8tement\u00a0? Le producteur laitier retravaille l\u2019ensemble du portefeuille Danone \u2013 aussi bien les yaourts nature que Danone &amp; Fruit et Danone Fruix. Au total, une vingtaine de r\u00e9f\u00e9rences sont concern\u00e9es. Les produits et\/ou les emballages vont avoir droit \u00e0 un relooking complet.<br \/>\n\u00a0<\/p>\n<p>Le nouveau yaourt nature Danone est d\u00e9sormais plus onctueux. Le go\u00fbt et la texture de Danone &amp; Fruit ont \u00e9t\u00e9 am\u00e9lior\u00e9s, et le produit se pr\u00e9sentera dor\u00e9navant dans un petit pot transparent. La teneur en sucre a \u00e9t\u00e9 r\u00e9duite d\u2019environ 13\u00a0%. \u00ab\u00a0Trop peu pour justifier une all\u00e9gation, mais une d\u00e9marche sur laquelle nous n\u2019avons de cesse de travailler. Le produit ne contient pas d\u2019ar\u00f4mes, de colorants ni de conservateurs artificiels. La couleur est apport\u00e9e par des jus concentr\u00e9s. Un choix vivement appr\u00e9ci\u00e9 par les consommateurs.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>\u00ab\u00a0Red\u00e9couvrons le bon\u00a0\u00bb<\/h2>\n<p>La grande innovation de ce printemps est \u2018Danone Original\u2019, un hommage \u00e0 pr\u00e8s d\u2019un si\u00e8cle de savoir-faire dans la fabrication de d\u00e9licieux yaourts. Ce yaourt entier sera disponible en trois saveurs\u00a0: nature, noix de coco et fraise. \u00ab\u00a0Ce yaourt authentique est une excellente source de calcium et de prot\u00e9ines et offre tous les bienfaits du yaourt.\u00a0\u00bb Danone Original se pr\u00e9sente dans un pot r\u00e9tro tendance. Les autres yaourts font eux aussi peau neuve. Les trois traits sur l\u2019emballage rappellent le design original des ann\u00e9es 30 et 40. \u00ab\u00a0Le bloc bleu du rayon des laitages passe au blanc.\u00a0\u00bb<br \/>\n\u00a0<\/p>\n<p>La nouvelle gamme fera son entr\u00e9e dans les magasins \u00e0 partir de la semaine 15. La campagne de communication d\u00e9butera quelques semaines plus tard. Sous le slogan \u2018Red\u00e9couvrons le bon\u2019, Danone relate l\u2019histoire du yaourt et, par extension, de toute la cat\u00e9gorie. Tous les canaux seront mis \u00e0 contribution\u00a0: outdoor, tv, digital, social\u2026 Danone fait notamment appel \u00e0 plusieurs blogueurs en guise d\u2019ambassadeurs. Ceux-ci encourageront leurs lecteurs et lectrices \u00e0 adopter des habitudes plus saines, sous la houlette d\u2019experts en nutrition.<br \/>\n\u00a0<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Danone revient \u00e0 ses racines avec la relance ambitieuse de sa gamme de yaourts. L\u2019objectif\u00a0: stimuler la consommation de produits laitiers en redonnant au yaourt sa place dans une routine saine. Consommation plus r\u00e9guli\u00e8re \u00ab\u00a0La consommation par habitant de produits laitiers en Belgique est \u00e0 la tra\u00eene par rapport \u00e0 celle des pays voisins\u00a0\u00bb, rappelle [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-26319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Danone veut redynamiser la consommation de yaourts - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Met een ambitieuze herlancering van het yoghurtgamma keert Danone terug naar z\u2019n kern. 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