Dive Brief:
- The latest entrant into the crowded dairy space is a product that’s neither yogurt nor cottage cheese, according to Food Navigator. Quark is a spoonable dairy hybrid that’s popular in Europe and Central Asia, but is relatively unknown in the U.S.
- Quark brand Misha is launching under a new name, Wünder Creamery, and a new look at the Winter Fancy Food Show this month. The product will hit the New York market this spring with six flavors, including matcha, vanilla bean coconut, coffee and blueberry in 5.3 ounce cups. It also will offer plain quark in a 24-ounce tub.
- Company founder Kamilya Abilova, told Food Navigator that the greatest challenge her upstart company faces is explaining exactly what their product is to U.S. consumers. Once they try quark, Abilova says responses have been "overwhelmingly positive."
Dive Insight:
The dairy section can be a tricky one to navigate for a niche, unknown product. Newcomer products that can identify with a term already familiar to consumers have an easier time gaining a foothold, as was the case with Greek yogurt and plant-based milks. Quark, though, is an entirely new concept for U.S. shoppers.
Quark does have some advantages popular with consumers. It's high protein (15 grams per serving), has probiotics and uses whole milk from grass-fed cows. These reasons alone may get consumers to add a single-serve tub to their shopping cart. Taste testers appear to associate the product more with yogurt than cottage cheese, and they could find the creamier texture familiar enough to keep buying more.
For every new dairy aisle success story — such as Greek Yogurt’s meteoric rise from unknown product to household staple — there are outright flops. Sparkling milk drinks consisting of fruit, milk, sugar and bubbles were tested out in the U.S. by beverage giant Coca-Cola in 2009 and more recently by U.K. powerhouse Arla. A drink already popular in Middle East, sparkling milk just didn’t resonate with American consumers.
Quark may have greater success thanks to yogurt eaters' adventurous palates. In the last year, Icelandic yogurt has seen increased demand, even as yogurt consumption overall has fallen. Siggi’s, a popular Icelandic brand recently purchased by Lactalis, expects a growth rate of 50% this year. This brand also came on the market with low-sugar, high-protein claims, which resonated with health-focused consumers.
Elli Quark, a competitor for Wünder Creamery, positions itself as the only other U.S. quark maker. There doesn't appear to be any major manufacturers experimenting with this new yogurt — as Yoplait has done with its French-style Oui line — but that would quickly change if it becomes the next hot thing in the dairy case.