Danone for Men, a yogurt range manufactured specifically for men, was launched in Bulgaria in July 2013. Following a successful launch period, the Danone for Men concept “is currently being expanded to other markets,” said Greiner.
Prior to its launch, Danone commissioned Austrian firm Greiner Packaging to develop sleeved 190g and 370g yogurt pots for the new range that reflected “the masculine need for clear structures.”
Kenneth Boldog, head of Greiner Packaging’s Division K, which is responsible for creating unique packaging propositions at the company, said that the geometric form of the pot “presented a huge technical challenge, especially with respect to the filling process.”
“It’s the special geometry,” Boldog told DairyReporter.com. “We call it squaround, which means round at the top, square on the bottom square.”
“…squaround is a special design which differentiates from the common round versions.”
According to Boldog, the project management team at Greiner Packaging Romania’s sites in Sibiu and Leresti overcame the obstacles by drawing on their “experience in the development process.”
“Generally there are a lot of different activities which lead to a new packaging concept,” he said.
“The main point at the beginning is an innovation workshop where we develop new concepts. Next step is to fine tune one concept out of a couple. Step three is to define the correct article dimensions and drawings to run the new packaging on the lines of the customer.”
Danone for Men was launched in Bulgaria following market research, which indicated that men in the country liked yogurt products with a thick consistency, high fat content, distinctive taste and natural ingredients.
In response, Danone developed two spoonable 5% fat natural yogurts - one containing slices of fresh peach, the other walnuts. The products are so thick “that they may even be consumed with a fork,” said Greiner. A drinkable Danone for Men variation is also available in Bulgaria.
On the back of its success, the Danone for Men concept “is currently being expanded to other markets,” Greiner revealed.
Boldog was unable to confirm, however, if Greiner Packaging will benefit from Danone’s planned expansion.
“That could have a positive effect,” he said, “but it depends where the new quantities will be filled.”