From Dairy 1.0 to Dairy 2.0

摘要

In 2012 Danone entered America's $1.4 billion (€1.03bn) market Greek yogurt market with its Oikos brand. In 2012 Oikos earned $283.8 million (€209.3m) and in 2013 is on track for $400 million - making it the most successful product launch ever (not only in dairy, but in any category). It's a success that is a tribute to the Danone marketing machine, to its skills as a fast-follower (though never, these days, an innovator), to its ability to invest in advertising, secure shelf-space - and deliver a good product. But it's only a sign of the massive shift, which has taken place in dairy nutrition.