Danone is diversifying its Oikos Protein Shakes line with a series of new ready-to-drink flavours. The move is designed to target the emerging profee trend, which blends the benefits of protein with the appeal of coffee.
According to FoodNavigator Europe, this strategy reflects a broader shift in the market. Protein drinks are moving away from being niche sports nutrition products and are instead becoming part of everyday wellness routines for a wider range of consumers.
