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August 23, 2007

Ingredient Naming Lives On

activia.gifFirst it was bifidus regularis in Dannon's Activia yogurt. Now it's Optibalance™ in Yoplait's new Yo-Plus™ yogurt.

The power of a fancy ingredient name to help sell a new product, particularly when that product advertises health benefits, has obviously not diminished at all in the past year.

As Yoplait's press release indicates, women these days are concerned with their digestive health, perhaps because the typical American diet contains so many things not conducive to their health.

And, of course, there's something appealing about the idea of getting what you need out of the food you eat instead of having to take something extra for that "occasional irregularity" the commercials used to talk about.

yoplus.gifYoplait takes a slightly different approach to naming its special-ingredient yogurt versus Dannon, which concentrated on the product's effect.

Yo-Plus focuses instead on the product's ingredients: yogurt plus special additives. The "food-plus" approach has been a popular way to appeal to shoppers since Vitamin D milk and "enriched" white bread were introduced.

My only concern is that if other manufacturers create their own "digestive" dairy products, people will get entirely the wrong idea about the purpose of Go-Gurt!

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Posted by Diane Prange at August 23, 2007 10:09 AM
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