Danone UK and Ireland launches new high-protein range, GetPRO

Danone UK & Ireland has launched GetPRO, a range of high-protein dairy snacks designed for people who want to get more out of their workouts*, and enjoy a great tasting, healthy snack.

Containing between 15 – 25 grams of protein per serve, GetPRO’s range of delicious products include high-protein yogurts, mousses, puddings, and drinks (both fresh and long life). Each product in the range is high in protein with great tasting flavours & textures, the most delicious way to follow a workout and support consumers on their fitness journey.

Now everyone can enjoy great tasting, high-protein snacks when they are needed thanks to GetPRO – with no added sugars** and low or 0% fat. And with a vast range of products to choose from, GetPRO is here to support consumers on their individual fitness journeys*, whatever their fitness level and whichever stage of their journey they are at.

FULL ON PROTEIN, FULL ON TASTE

The delicious, nutritious* products include the Blueberry Yogurt made with juicy blueberries, which packs in 15 grams of protein, the decadent Chocolate and Hazelnut flavour pudding weighing in with 18 grams of protein, a tasty Chocolate flavour mousse topping 20 grams of protein or why not sample one of the protein-packed selection of drinks which delivers 25 grams per serve. The full range of products:

COMMITTED TO THE NATION’S HEALTH

The launch of GetPRO follows the announcement of Danone UK & Ireland’s health commitments earlier this year. As part of its commitments, Danone UK & Ireland will ensure that at least 90% of products by sales volume will not be high in fat, sugar, or salt (HFSS), according to UK Government regulations, and that it will never produce a HFSS product for children.

FULL ON LAUNCH

As one of the biggest launches from Danone in recent years, GetPRO is supported by a £4M marketing strategy spanning shopper marketing, OOH, social, digital, ecommerce, earned and influencer marketing. In addition to the investment, GetPRO will have strong retail activations to introduce shoppers to a new and tasty way to strengthen their workouts.

Speaking on the new launch, Tom Hickton, category director, Danone UK & Ireland said “We noticed there was a genuine consumer need for great tasting, high-protein products that could support consumers on their fitness journey – and GetPRO is here to do just that. GetPRO will tap into the ever-growing protein segment here in the UK, cementing Danone’s leadership as the number one branded manufacturer in the yoghurt category. With all eleven products high in protein, the launch is supported by a £1.8M out of home and digital marketing campaign that will run into 2024, marking the most significant new product development from Danone in recent years.”

Zoë-Marie Ellis, head of nutrition & science communication at Danone UK & Ireland, said: “At Danone, we believe nutrition is about making a positive contribution to health and wellbeing. For anyone working towards their own fitness goals, the GetPRO range is a great post-workout option that delivers on taste and offers a variety of different products to suit their needs. These products are packed with protein to help support the maintenance and growth of muscle mass. But the range is not just about health, each of the products taste great too, helping consumers optimise their nutrition after exercise. GetPRO provides people with an easy and tasty way to support their workouts!”

Ranging from £1.25 to £2,50 each GetPRO product can be enjoyed on its own as a healthy* snack, or with your favourite toppings for a guilt-free treat, enjoyed best following a workout so consumers can maximise the ‘post-workout feeling’. The launch will be countrywide across out of home, social, digital and ecommerce.

The GetPRO range is available instore and online at Sainsbury’s and Morrisons, Waitrose (15th September); Tesco (20th September***); and Asda (mid-October), with prices starting at £1.25.