Liberté is giving yogurt lovers something to crunch on.
The General Mills-owned brand has launched Greek Crunch in three flavours: coconut yogurt with dark chocolate and honey roasted almonds; plain, slightly sweet yogurt with salted cashews, praline pecans and salted almonds; and vanilla bean yogurt with dark chocolate, salted almonds and caramel. The chocolate, nuts and caramel pieces come in a separate compartment that consumers can “flip” into the Greek yogurt.
“Innovation is a key element for us in our growth and we want to make sure we bring Canadians innovation that responds to their needs,” says Liberté’s marketing director, Frédérique Delagrave.
First, there is a growing trend towards snacking. “This is definitely a trend in Canada, but also across the globe where a lot more people now snack throughout the day,” says Delagrave. Within the snack category, there is a trend towards premium products, she adds. “It’s not about a chocolate bar anymore, it’s about nuts and real ingredients, and yogurt is definitely part of it.”
Secondly, people are looking for satiation, “and protein plays a part in that,” says Delagrave. (The protein content of Greek Crunch ranges from 10 to 12 grams of protein per container.) “They want something real, tasty and natural, and that will provide that real satisfaction they’re looking for.”
The target audience for Greek Crunch is fairly broad, according to Delagrave. “Yes, millennials would be the first ones to try this product, given the premium ingredients,” she says. “But when we tested consumers, we saw that even kids were loving it because they were able to interact with the product. It was also pleasing for people who are a bit older.”
Greek Crunch is being promoted with an integrated campaign including TV , billboards and digital advertising, as well as in-store sampling and coupons. In addition, a food truck has been serving samples at events in Montreal and Toronto, including the YUL Eat foodie festival in Montreal last month.
Greek Crunch retails for $3.99 for two 130-gram cups.