Danone’s Too Good & Co. Expands into Creamers with Low-Sugar Options
Danone’s Too Good & Co. is making its mark in a new category with the introduction of coffee creamers that are low in sugar. The brand, known for its low-sugar yogurt, is now offering three flavors of creamers – sweet cream, roasted vanilla, and seasonal lavender – each containing only about 3 grams of sugar per serving, compared to the leading coffee creamers which have around 5 grams.
Olivia Sanchez, senior vice president of creamers for Danone North America, highlighted the brand’s focus on real ingredients and low sugar content as key factors in launching the new creamers. A survey by Kantar and Danone revealed that a significant number of consumers prefer creamers made with natural ingredients and are looking to reduce their sugar intake.
“We have all the expertise in the dairy yogurt aisle, and this expansion into coffee creamers was just a natural step for us,” Sanchez explained. “We felt that it was a unique opportunity.”
The move into creamers puts Danone in direct competition with Chobani, a brand that has seen success with its creamers made from natural, non-GMO ingredients. Chobani has been gaining market share and now accounts for 11.5% of the $5 billion category.
Expanding Too Good into the creamer space was a strategic decision, as data shows that a large percentage of refrigerated creamer buyers also purchase yogurt. This overlap presents an opportunity for Too Good to attract more consumers and strengthen its position in the market.
Danone’s foray into creamers comes on the heels of its introduction of Too Good yogurt in 2020, emphasizing the low sugar content of its products. The brand’s expansion into other products, such as pouches and now creamers, reflects its commitment to offering options that prioritize lower sugar and recognizable ingredients.
With the launch of Too Good creamers, Danone aims to capture a share of the growing market for creamers, driven by consumers seeking to elevate their at-home coffee experience. The brand’s focus on lower sugar content sets it apart in the clean label dairy space, positioning it as a top choice for health-conscious consumers.
As the demand for better-for-you products continues to rise, Too Good creamers are poised to carve out a niche in the competitive landscape, offering a unique selling point with their low sugar content and real ingredients.