Breyers as a Breakfast Food
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Transcript of Breyers as a Breakfast Food
Breyers YogurtResearch – Strategy – Planning
Report by Dea VaroneAcademy of Art University, Spring 2010
W5 Marty Molloy
Breyers YogurtResearch – Strategy – Planning
Background/Methodology
Key Insights
Conclusions & Recommendations
Key Findings
Table of Contents:
Breyers YogurtResearch – Strategy – Planning
Yogurt is one of the most popular products in the dairy case today.
According to supermarket industry sales indicators, it is the fastest growing dairy category.
Yogurt comes in a variety and size for almost every preference, including fruit-blended, fruit
on the bottom, and those with toppings and add–ins.
Background/Methodology
Breyers Yogurt
currently produces
13 different
flavors of Light 6
ounce product, 10
different flavors
of Fruit on the
Bottom 6 ounce
product, 5 flavors
of Creme Savers
6 ounce product,
and 3 Smooth and
Creamy 6 ounce
flavors. They also
produce 10 different
combinations of
flavors in a 4 ounce
6 pack.
Breyers YogurtResearch – Strategy – Planning
Main Competitors: Yoplait and Dannon, and Stonyfield Farm Organic Yogurt
Breyers YogurtResearch – Strategy – Planning
This research will support development of a new messaging concepts focusing on yogurt at breakfast.
By thoroughly understanding who and why people currently purchase yogurt we
can learn more about more how we can change this perception to break into the
breakfast market.
We will provide Breyers yogurt company with evidence that this new concept of
breyers for breakfast will raise sales and popularity. This the exciting breakfast
trend will convince consumers to spend 10 minutes to eat at home, and move away
from grabbing something to eat at a fast food establishment.
Process included 3 methods of inquiry, including:
1. Internet research.
2. 15 in-person interviews; visited various supermarkets; Harris Teeter, Target,
Food Lion and Kroger.
3. 20 written Questionnaires.
Breyers YogurtResearch – Strategy – Planning
Recommendation
Add more protein to yogurt, and advertise that when its consumed for breakfast, the extra protein in Breyers Yogurt will curb your appetite and help eat a lighter lunch.
Conclusion
A 2009 study found that people on a reduced calorie high protein diet lost 22% more weight than those on a reduced calorie, high carbohydrate plan. Since protein will help you stay full and be more fit.
Breyers YogurtResearch – Strategy – Planning
Recommendation
BREAKFAST PACK PACKAGING;
Breakfast flavors –
Fruit variety flavors, add citrus to create breakfast flavor.
Additionally, offer a pack of dried fruit to mix in for increased fruit benefits.
Conclusion
Women worry about water weight gain, fruit reduces the chance of gaining water weight and naturally occurring vitamins, minerals and plant phytochemicals provide calorie burning energy.
Breyers YogurtResearch – Strategy – Planning
Recommendation
BREAKFAST PACK PACKAGING
Breyers Yogurt that comes in a re-sealable thermos cup to keep it fresh and cold on the go to save time and gas.
Conclusion
Most people don’t realize how that stopping for a breakfast sandwich in the morning uses more gas creating pollution, uses more paper that ends up in the dumps, costs more $ and takes more time thank taking something with you from home.
Breyers YogurtResearch – Strategy – Planning
Recommendation
Focus Advertising Campaign on the natural health benefits of yogurt to encourage parents to buy it for them.
Conclusion
Yogurt is often something parents and children agree on.
Kids like it while parents believe it to be a healthy food.
Breyers YogurtResearch – Strategy – Planning
Recommendation Develop more savory flavored
yogurt such as coffee and
cinnamon that have a thicker more
filling consistency.
Additionally, consider more
masculine and familiar packaging
that will appeal to men but won’t
discourage women or families
from purchasing.
Conclusion
For breakfast, most men don’t want a sweet treat - they want a substantial breakfast that is quick and filling.
Only 20% of men will buy yogurt, the rest don’t buy it and will eat it sometimes if its already the refrigerator.
Breyers YogurtResearch – Strategy – Planning
Recommendation
a. Breyers should partner with a company/store to promote it as a new breakfast trend.
b. Offer yogurt as a seasonal breakfast product, fruit flavors as light and refreshing way to start to the day in the warmer months and pumpkin spice flavors for the cooler months.
Conclusion
Starbucks successful new “perfectly oatmeal” launch proves that the trend for eating a healthy breakfast works.
Breyers YogurtResearch – Strategy – Planning
Recommendation
Package in eco-friendly packaging, Ingeo™ biopolymer is the world’s first and only performance plastic made from 100% annually renewable resources. It offers the cost and performance necessary to compete with traditional petroleum-based materials in the packaging and service ware markets. Clear and strong like petroleum-based plastic, but with the crucial benefit of being commercially compostable.
Conclusion
Most of the stuff that fills the landfills is packaging, especially in the form of fast-food containers.
Breyers YogurtResearch – Strategy – Planning
Key Insight: Creation of new product packaging along with associated strategic marketing: THE BREAKFAST PACK
Details and Implementation:
1. The “Breakfast Pack” labeled with Monday through Friday new five-pack of yogurt, where each day is a different flavor.
2. The “Breakfast Pack” packaging would contain new slightly larger containers, all connected together in a row, where the consumer could “tear-off” the corresponding container for each day of the week.
3. The “Breakfast Pack” would be sold in various “themes” for flavors. For instance, the Monday-Friday citrus theme would have Orange, Peach, Grapefruit, etc., whereas the Monday-Friday berry theme would have Blueberry, Strawberry, Blackberry, etc.
4. The “Breakfast Pack” could also be sold as the “Breakfast Pack-to-Go,” with a resealable cup, and disposable spoons.
Breyers YogurtResearch – Strategy – Planning
Key Insight – Create and deliver a new highly marketed universal message
PROTEIN
When consumed for breakfast, the extra protein in yogurt will curb appetite and help you toeat a lighter lunch.
Implementation Overview:
Message will be on all packaging
Diet booklet to track your calorie intake, and other meal ideas for the consumer that will compliment a healthy lifestyle, mailings with coupons, a website to track your weight etc.
Have it come with a flavored protein package to mix with it.
Use TV/Broadcast ads to pass new message to veiwers. Target breakfast timeslots, such as Today Show, Saturday morning excercise programs, etc.
Launch Magazine and Print Ad campaign to deliver new message: Vogue, Cosmo, Women’s Health, etc.
Breyers YogurtResearch – Strategy – Planning
Yogurt is an excellent source of protein. Plain yogurt contains around ten to
fourteen grams of protein per eight ounces, which amounts to twenty percent of
the daily protein requirement for most persons. In fact, eight ounces of yogurt that
contains live and active cultures, contains 20 percent more protein than the same
volume of milk (10 grams versus 8 grams). Besides being a rich source of proteins,
the culturing of the milk proteins during fermentation makes these proteins easier
to digest. For this reason, the proteins in yogurt are often called “predigested.”
Key Findings
Breyers YogurtResearch – Strategy – Planning
People don’t want to have bread and high carb foods for breakfast anymore,
According to Dr. Atkins Diet Revolution, and many other Diet trends encourage
a low carb high protein diet to loose weight, continued studies found that people
on a reduced calorie high protein diet lost 22% more weight than those on a
reduced calorie, high carbohydrate plan. and protein will help you stay full and be
more fit overall.
Low – Carb
Breyers YogurtResearch – Strategy – Planning
Most people want the benefits of the live and active cultures in yogurt to aid
their digestion.
Kids like yogurt and parents believe that its good for them and purchase it for them
as a snack.
Pro-Yogurt
Breyers YogurtResearch – Strategy – Planning
Researchers say that yogurt has a beneficial effect on the immune system, the
potential to lower cholesterol, and how it may help combat certain types of
cancer-causing compounds, particularly in the digestive tract.
Women worry about water weight gain, fruit reduces the chance of
gaining water weight and naturally occurring vitamins, minerals and plant
phytochemicals provide calorie burning energy.
Yogurt is a “grow food”, nutritional properties of yogurt may help children with
intestinal absorption problems grow: the easier digestibility of the proteins and the
fact that the lactic acid in yogurt increases the absorption of minerals, and even the
most picky-eaters will eat yogurt in dips and smoothies and as a topping.
Health Benefits
Breyers YogurtResearch – Strategy – Planning
Most of the stuff that fills the landfills is packaging in the form of fast-food
containers.
Extra Driving that causes is air pollution which is an act an average citizen
commits.
Local effects –e.g. poisoning humans breathing bad air.
Regional effects – fallout from airborne pathogens - infections, particles,
chemicals
Global effects – changing interactions between the atmosphere and sun,
weather effects, effects on plants and oceans.
Environmental Impact (of eating breakfast on the go)
Breyers YogurtResearch – Strategy – Planning
“My baby loves the YoBaby variety fruit flavors for
breakfast, I wish other brands, like Beryers, had one
that has the fruit and veggies for more nutrition”
Consumer Quotes
“I get the vanilla Food Lion brand every week,
and add fresh strawberries and bananas to it.”
Gordon, 57
Breyers YogurtResearch – Strategy – Planning
“I like to eat yogurt at different times through out the day, as a meal, I like
breyers light strawberry cheesecake flavor, its its low calorie and has digestive
benefits
Brit, 47
“Usually I get vanilla flavored Activia and eat it night to work on my digestive
system as I sleep, it really works”
70+ woman
“Its easier to get out the door and go get something to eat on the way, its a
hard habit to break, if there was yogurt for breakfast on the menu I would try
it, especially when its hot weather.”
Tom, 39
Breyers YogurtResearch – Strategy – Planning
The research and analysis in provided in this report it is clear, that Breyers can
successfully introduce yogurt as a viable and profitable breakfast product.
By looking at the current breakfast market, along with breakfast and yogurt
related trends, there is a unique opportunity for the substantial growth of the
Breyers yogurt line.
This can be cultivated by incorporating three main components:
1. Shift in overall marketing with several messages
2. Product augmentation
3. Labeling and packaging
Conclusion