Research drives Dannon’s Light & Fit reinvention

This event report covers how Dannon, the dairy group, has enhanced the status of its Light & Fit brand - a player in the very competitive US weight-management category.

Research drives Dannon's Light & Fit reinvention

Geoffrey PrecourtWarc

Weight-management products occupy a great deal of American shelf space – and the emotion they carry also represents a substantial share of mind.

Huddled around the breakfast table – in fierce competition for share of bowl – are some of the world's largest consumer packaged goods companies, including Artal Group (the owner of Weight Watchers), ConAgra Foods (Healthy Choice), Danone (Dannon Light & Fit), General Mills (Yoplait Light), Kellogg Co. (Special K), Nestlé (Lean Cuisine and Skinny Cow) and Unilever (Slimfast).

In 2012 and 2013, Light & Fit was...

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