Product Spotlight: Indulgence ... with a whisper of health

Does the product deliver?

The Creme Savers brand is about creamy, dreamy flavor. This orange product delivers that in a product form that one would expect would make this execution difficult.

The Creme Savers brand has been leveraged by Kraft into a number of product forms from the original hard candy. Softer forms, such as the Jell-O puddings, have a more difficult time delivering the experience. But this product really delivers.

How to make it bigger

This smoothie is about indulgence with only a hint of health. It will get a larger consumer group into the drinkable yogurt experience, but will not be considered by hard-core, health-oriented consumers. The product has high sodium levels (280 mg) and no fruit (others add juice at 4 percent), but a lower sugar level (28g vs. 49g) than comparable products.

Juice could be added, but that would also increase calories. Fruit chunks, which might deliver more fiber, could fortify the health halo. Other healthy ingredients could also provide a boost. But as a family product that moms can use to get their kids to drink more healthy beverages, this is great.

Rating: Breyers Orange Creme Savers Smoothie Yogurt delivers on all the promises. It delivers an indulgent experience while whispering health. In the orange flavor, it has enough of the taste profile to be a Creme Savers. It will be interesting to see how consumers react to a whisper of health instead of the typical shout that we find in healthful competitors.

Market Potential: Good, for the line, good for the category. As a product that is basically dairy soda, it's a good start on moving non-health-oriented consumers toward nutritious options.