Caffeinated dairy: Oikos launches “line-blurring” energy drink

16 Sep 2019 --- Danone’s yogurt brand Oikos is launching a high-protein caffeinated dairy beverage that blurs the line between ready-to-drink coffee and energy drinks. Oikos Pro Fuel also builds on the response to consumer demand for options that are high in protein of its previous launch, Triple Zero yogurt. The new product contains 25g of protein and 100mg of caffeine per 10oz bottle. The launch is designed to appeal to US consumers of energy and protein products, as well as coffee drinkers, and it sits at the intersection of three fast-growing categories of consumer packaged goods.

“Consumers want to live healthier, more fulfilling lives, and both protein and caffeine help them succeed at this. This is by helping to fuel them in our always-on, fast-paced world,” James Valdes, Senior Brand Manager Oikos, Danone North America, tells NutritionInsight. “Proper nutrition – along with quality sleep and exercise – can improve health, mood and energy levels. What consumers are telling us is they want clean and simple products that taste great that provide balanced nutrition,” he continues.

Oikos Pro Fuel is made with non-fat milk and is rich in nutrients like protein, potassium and calcium. Each bottle contains caffeine from coffeeberry extract and is equivalent to approximately one cup of coffee. The drink is also gluten-free and is available in Vanilla, Mixed Berry, Peach and Strawberry Banana.

Oikos Pro Fuel is the first product in a new portfolio that will focus on high-protein and functional nutrition.“We found the initial fruit range to have a wide-ranging appeal and differentiation in both protein and energy drinks. We wanted to bring something truly new and unique that consumers would love,” says Ben Arbib, Brand Manager Oikos, Danone North America.

The drinks will now be the subject of an integrated marketing campaign inclusive of national advertising, online video, social and in-store promotions. They are available at Walmart for a manufacturer’s suggested retail price of US$1.98 and in grocery retailers nationwide with a manufacturer’s suggested retail price of US$2.49.

The protein appeal
Oikos Pro Fuel is the first product in a new portfolio that will focus on high-protein and functional nutrition and will “reinvent yogurt and adjacent categories.” “Protein continues to be in high demand with consumers looking for more of it and in new snacking and meal formats. Reflecting this demand, protein claims are up 43 percent since 2014 and we anticipate the trend to continue,” explains Valdes. 

The continued mainstreaming of the sports nutrition sector is having a profound impact on new product activity and partly spurring recent innovation in protein. Innova Market Insights reports strong growth in sports-related positionings within mainstream food and beverage NPD. A 188 percent growth has been reported in new products with a high/source of protein positioning and a 65 percent rise in energy/alertness positions from 2013-2017 (excluding sports nutrition). In 2017, over five percent of new global food & beverage launches featured protein claims, with CAGR of 29 percent from 2013-2017.

This launch also taps into the energy drink market, which is a “large and growing space with consumers looking for nutritious energy sources to help them focus on their goals,” according to Arbib. A significant rise is also being reported in energy claims to “fuel up” the day with 16 percent growth reported in product launches featuring energy claims (Global, 2017 vs. 2015), with high-protein products offering optimal delivery, according to Innova Market Insights.

7-Eleven also recently launched an energy drink, which the company says rapidly acquired a loyal following. Other businesses are using various adaptogens to create alternative energy drinks that appeal to the clean label trend. Earlier this year, RUNA Clean Energy started to be distributed by Keurig Dr Pepper, marking the entrance of natural energy drinks into the mainstream.  

By Katherine Durrell