Philadelphia Viva Protein Yogurt Smoothies debuted earlier this month, and are being sold in four-packs of 190ml bottles. Flavours include blueberry, strawberry and vanilla, all in Philadelphia’s signature silver packaging.
Katie Shaw, brand manager for Philadelphia at Kraft Heinz Canada in Toronto, says the brand boasts some of the highest levels of brand equity and market share in the food and beverage industry, with a presence in close to 60% of Canadian households.
She says research by Kraft Heinz suggests potential for the brand to innovate beyond its core cream cheese category, while also addressing increased consumer desire for protein and fibre with their breakfast meals.
“As a brand we have phenomenal taste credentials, so providing a product offering that is both good for you and tastes great is a win-win,” says Shaw. “We also know consumers are seeking healthier alternatives in away-from-home environments, or making smoothies from scratch. [The new product] is a convenient response to that need.”
Shaw says drinkable yogurt’s growth is currently outpacing that of its spoonable counterpart, though many of the current product offerings are focused on families with kids. “There was an opportunity to provide an offering focused on adults, with differentiated product benefits,” says Shaw.
According to an October report from Mintel, sales of drinkable yogurt have grown 62% to US$893 million in the U.S. over the past five years, with volume sales increasing 73% to 407 million pints.
Another report says the global drinkable yogurt market will grow by US$13 billion by 2020, with much of the growth coming in the Asia-Pacific region and “booming” economies including Russia, Brazil and India.
Shaw says the new Philadelphia product is aimed at consumers who live an “enriched life” by consciously making the most of every day. While noting millennials tend to over-index against this type of product, she says the Philadelphia brand will help it appeal to a “much broader set” of customers.
Kraft Heinz is supporting the product with a national marketing campaign that includes TV and online video, digital executions and social media, as well as in-store marketing.