Danone is launching an Oikos yogurt drink aimed at users of Ozempic and other GLP-1 drugs as the dairy giant seeks to cement the popular brand as a tool for consumers to support their nutritional needs while taking the medications.
The product, called Oikos Fusion, helps consumers build and retain muscle mass, targeting the roughly 10% of the U.S. population that has tried or is using GLP-1 drugs. Danone, citing data from the American College of Lifestyle Medicine, said a fifth of the weight consumers lose is muscle while taking GLP-1 medications.
Rafael Acevedo, president of yogurt at Danone North America, said while many of the company’s brands, including Oikos, have already benefited from consumers taking GLP-1 medications, there was an opportunity to launch a product focused specifically on helping people build and retain muscle.
“We see it as a one-of-a-kind opportunity ... that is bringing something new to the [yogurt] category,” Acevedo said in an interview. “GLP-1 is the center of the bullseye for this proposition.”
As consumers pay more attention to what they eat and drink, Danone, Chobani and other yogurt makers have been among the biggest beneficiaries. GLP-1 medications also suppress appetites, pushing consumers to seek out smaller portions packed with nutritional content.
The Paris-based company’s Oikos Fusion cultured dairy offering also could appeal more broadly to consumers who are active and looking to maintain muscle. It contains a patented blend of whey, leucine and vitamin D designed to support muscle mass and maintenance as well as digestive health — trends increasingly important among people trying to lose weight or improve their gut health.
The company started working on Oikos Fusion a year ago. Danone settled on a specialized blend of ingredients after finding that 2 to 3 grams of leucine can work with adequate amounts of complete protein and vitamin D to trigger muscle synthesis — the process the body uses to build and repair muscle proteins — especially when paired with a balanced diet and exercise.
Acevedo said the formula already existed in another part of Danone’s specialized nutrition business to support muscle health and maintenance during weight loss. The company saw an opportunity to leverage that knowledge and bring it to another part of the business — saving substantial time and money.
Oikos Fusion will appear this month in the refrigerated section of Walmart, with a larger nationwide rollout in October at Target, Kroger and Wakefern.
Each 7-ounce bottle of Oikos Fusion contains 23 grams of complete protein, 5 grams of prebiotic fiber to help feed “good” bacteria in the gut, and vitamins B3 and B12 to help convert food into energy. It will be available in strawberry, mixed berry and vanilla flavors.
Oikos Fusion marks the latest major innovation for the fast-growing Danone brand, which posted a 40% increase in retail sales in 2024 and topped $1 billion in annual sales for the first time. Rather than create an entirely new brand, Danone chose to launch its muscle-building offering under Oikos, which touts its high protein content.
“We feel that it is really aligned with what the brand stands for,” Acevedo said.
Earlier this year, the dairy company entered the $7 billion protein shake market with Oikos Protein Shakes to tap into consumer demand for functional, on-the-go nutrition. It is the first non-refrigerated option on the market for one of Danone’s yogurt brands.
