Research drives Dannon's Light & Fit reinvention

Geoffrey Precourt
Warc

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 falling behind the competition, with double-digit declines. A brand extension – Light & Fit Greek – seemed to be a strategic introduction that could point the brand back in the right direction.