Danone targets men with on-the-go hunger filler

Danone DanUp is a delicious new multigrain and yoghurt blend that represents a significant step forward in product innovation and creates a new product category, addressing the eat on-the-go needs of the modern South African man.

FOR the busy South African man, time is a valuable commodity and the reality is that more and more food is eaten on-the-go while commuting and working in various places. Usually, in these situations, the need for convenience outweighs the need for nutrition. To overcome this challenge, Danone leveraged its yoghurt expertise to launch DanUp, a truly unique offering for the South African male consumer segment.

Danone understood that there was a great demand for a differentiated offering, which needed to be breakthrough and relevant to the male segment of the population, in order to meet its nutritional needs while on the move.

‘Danone, which globally has over 100 years’ expertise in making yoghurt, has collaborated with South African men to develop DanUp, a first-of-its-kind category trailblazer that combines four different kinds of grain – maize, barley, sorghum and oats – with the goodness of yoghurt,’ says Danone Southern Africa’s MD, Emil Gochev. ‘This launch, Danone’s biggest yet, will transform the way South African men meet their nutritional requirements combining taste and sustenance within the fresh dairy category.’

Emil emphasises that the creation of DanUp is aligned to Danone’s mission of providing healthy food to as many people as possible. ‘DanUp is a unique hybrid product that combines the benefits of being low in GI, fat and cholesterol.’

Danone has chosen Bafana Bafana goalkeeper, Itumeleng Khune as the DanUp ambassador. ‘Being a professional sportsman is a full-time job, so it is important that quick and convenient meals provide my body with the necessary nutrients and fill me up so I get through my day,’ says Itumeleng. ‘I am proud that DanUp is a local co-creation with South African men for South African men. I am also proud to be the official ambassador.’

Packaging partnership

Danone DanUp is available in Cream and Banana flavours. The 450g and 950g packs are produced by Nampak Liquid Cartons. Printed UV flexo on the company’s Canadian Primographic Systems press at its Isithebe plant, the stunning graphics bring the realistic grains and yoghurt to life for a great on-shelf presence.

As Nampak Liquid Cartons account service manager, Vasagi Govender, sums up: ‘Our iconic globally-recognised Pure-Pak, with its emotional benefits of functionality and food safety, gives products a premium appeal for shelf stand out.’