Danone for Men product line aimed at masculine taste preferences
Food company, Danone launched its own yogurt product line for men in Bulgaria in summer 2013. The successful concept is currently being expanded to other markets. Packaging partner Greiner Packaging (greiner.at) emphasizes its clear positioning with stylish, sleeved cups.
In a number of studies, Danone Bulgaria concentrated on the taste preferences of Bulgarian men in yogurt consumption. The major findings revealed that men in Bulgaria particularly like yogurt products with thick consistency, high fat content, and a distinctive taste. Natural ingredients were also sought after. These insights influenced the creation of the product line, Danone for Men, which has been a success in the Bulgarian market since summer 2013.