Do you know the drink Danao? It is a very unique French brand that was launched 10 years ago. It is the only drink that is a blend of fruit juice and milk. It is sold in the fresh fruit juice aisle in supermarkets and is loved by kids and their parents. Mostly consumed at breakfast, Danao offers a wide range of flavors:
- The original range: a blend of milk and two fruits, Peach-Apricot being the best seller,
- “My favorite fruit” range: a single fruit and milk such as Delicious Pineapple
- “My cereal breakfast” range: fruits, cereals and milk, like Cereal-Banana-Strawberry.
People like Danao because its taste is unique and very smooth. The brand is associated with optimism, pleasure and a good mood.
The wellness trend is getting bigger and bigger, in France and everywhere else. People are becoming more health conscious, reading the labels on products, and they want to know about the origin of what they are eating and drinking. On top of this, milk/lactose is getting a bad press among some people. On the other hand, some ingredients are becoming very popular, being hyped as superfoods. People want products that will taste really good, but also provide them with some sort of health benefit.
On top of this, many brands now offer healthier alternatives packed with functional benefits (vitamins, nutriments etc.) and Danao feels the need to offer a healthier version of its iconic drink, to a certain section of the population. Can you help?
Create a new Danao formula that not only has a great taste but also contributes to well-being and balance.
The objective is to create a version of Danao that appeals to consumers who pay attention to what they, as a family, eat and drink. They want to consume healthy products that also taste good.
The people you are targeting are families, including kids, teenagers, adults and seniors. It is something that can be consumed at home or on the go, for breakfast or any other occasion.
To inspire you, we have listed some key trends that are growing in the beverage category. Do not restrict your thinking to this list and create your concept based on your own beliefs.
For instance, milk is denounced by nutritionists and vegetal milks or lactose free options are gaining traction; sugar is identified as an enemy, alternatives to white sugar are favored; chemicals and additives are rejected by consumers; we are seeing a rise in natural ingredients: superfoods, herbs, spices, tea extracts etc. and a rise in functional ingredients, with medicinal benefits.
- #1 Prize €1,500
- #2 Prize €600
- #3 Prize €400