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Idea threads

Scot

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1) The IDEA

A good tasting drinkable yogurt that is over 12g protein but under 10g of Carbs in a single serving.

2) The PROBLEM

I eat a lot of yogurt. It’s a quick way to down 12g of protein and it tastes good. But I also work out of a car. I noticed a growing trend at the grocery store. Yogurt in a bottle. This would make it easier for me to consume and be a self contained piece of refuse, rather than a yogurt cup that rolls around in my cooler and smears left over yogurt everywhere.

The problem is, every drinkable yogurt on the market is 15g+ of Carbs. If you’re on Keto or doing a low carb diet, that’s way too high. When I’m limiting myself to 100g of Carbs a day, giving up 17-20g to a snack is too high.


3) The SOLUTION

This company looks like it’s the only one in this market.

Home

Depending on the particulars of yogurt making, you could ultra filter the milk like Fairlife does to remove a good portion of the natural sugars and lactose. This would leave you the extra carbs to add in fruit to flavor the yogurt.



4) The RESULT

A ready to drink protein option.

5) The MARKET

There are lots of different markets here. Diabetics, gym goers, people who drink protein shakes, Keto diet, low carbs diets, kids.

Obvious places to sell this are regular grocery stores, if you go the organic route natural grocers. This can be sold in supplement stores like GNC or even in gyms with drink coolers.


6) The FASTLANE model

Grow big enough to hire a CEO or exit. This is a long term game, a large business. But this could easily be a 9 figure business is executed correctly.

7) The BUSINESS model

Start small, get recipes developed in house. Then do small batches, sell locally to grocery stores and farmers markets. Get a few distribution deals at gyms.

This would operate like a typical CPG (consumer packaged goods) brand. Large distribution to grocery stores is end goal.

8) The EXECUTION challenges

CPG is capital intensive. Ideally you’d need investment.

In order to be profitable and get margin, you’ll need your own yogurt making facility, not a copacker.

Advertising is expensive as well. Distribution eats margins too.

The bottom could also fall out if the yogurt trend too. If Greek yogurt turns out to be a fad and people stop eating as much yogurt as they do, then that would hurt the overall market.

9) The BRAND idea

A simple clean natural branding strategy is best here. Don’t go too hard on the gym or fitness angle.

10) The EXIT strategy

Sell to Chobani, yoplait, Danon is any large food brand. Big money in these types of acquisitions.
---------

11) YOUR BOUNTY PRICE (If Any)*

$250

12) DISCLAIMER

PLEASE COPY AND PASTE THIS AT THE BOTTOM OF YOUR INE...
I, [YOURUSERNAME] UNDERSTAND THAT I AM POSTING THIS IDEA WITH NO EXPECTATION OF COMPENSATION, TODAY OR IN THE FUTURE SHOULD THE IDEA BE PURSUED, EXECUTED, OR ATTEMPTED. I UNDERSTAND THAT THIS IDEA WILL REMAIN VIEWABLE TO ALL INSIDERS AND WILL REMAIN AVAILABLE FOR ANYONE AND EVERYONE WHILE POSTED IN THE INSIDERS DOMAIN. I UNDERSTAND THAT NO COMPENSATION IS DUE SHOULD MY IDEA BECOME EXECUTED OR ATTEMPTED IN THE PUBLIC DOMAIN. I UNDERSTAND THAT THE "BOUNTY PRICE" I AM POSTING IS SIMPLY A PAYMENT TO REMOVE THE "INE" POST FROM VIEW AND IT DOES NOT SIGNIFY OWNERSHIP, EXCLUSIVE OR OTHERWISE, TO THE IDEA


Ps.

As the resident food guy on the forum, I’d love to be of help with this idea. I’d gladly lend myself to advising on this if someone takes this idea.
 
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The EL Maven

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I'm fairly strict keto 80% of the time and I won't touch yogurt. It irks me to no end that all the yogurts for sale to give to my kids are of the low fat variety, not to mention many brands add sugar as if the lactose wasn't enough.

Mentioning this just to say, good idea!
 

Shepherd

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Kroger has a low carb (5g) yogurt line that I eat every day for dessert at lunch. Has been great for my sweet tooth. I definitely think the keto movement will make such products very profitable.
 

Scot

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Kroger has a low carb (5g) yogurt line that I eat every day for dessert at lunch. Has been great for my sweet tooth. I definitely think the keto movement will make such products very profitable.

Is it just regular spoon yogurt or drinkable?

I love Danon light and fit Greek. It’s only 7-8g carb and 12g protein. But, it’s only spoonable.
 
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Shepherd

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Is it just regular spoon yogurt or drinkable?

I love Danon light and fit Greek. It’s only 7-8g carb and 12g protein. But, it’s only spoonable.
The yogurt is spoonable, but they have a smoothie protein drink that's pretty good too. Both under the "Carbmaster" label under Kroger's own brand. I'm surprised there aren't more options out there.
 

Dark Water

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Here's my 2 cents. I'm pretty fitness-minded, have a website in the smoothie niche, and worked at a distributor for gourmet health foods last year. I've spent some time in higher end grocery stores and I do feel like this niche is becoming more popular. Many of these products are up and coming and just haven't seen nationwide distribution but may be on the verge of exploding.

The one limiting factor preventing mass market appeal is the price point. These drinks are commonly in the $4-6 range, whereas you can buy a plain greek yogurt from Chobani, Siggis, or Fage that meets your criteria for $1 to $2. This will have less than 10g carbs, only 4-6g of sugar, and 18g+ of protein. The downside to this is that of course it is plain, and plain greek yogurt tastes horrible. But for someone dedicated to fitness they will prefer the plain taste than a yogurt with lots of additives or flavors, which tend to spike both sugar and carbs.

While some people definitely pay attention to carbs, I think fat and sugar are among the larger concerns many people have at the moment. Many people will have no problem buying a yogurt which has 15g protein, 6g sugar, and 15g carbs, which is the common ratio for a flavored Greek yogurt from Oikos Triple Zero (the black labeled Greek yogurt line you might see in the grocery store, from Dannon).

If price isn't an issue for the target market, I think plant based protein drinks are going to become more popular and the better option rather than a yogurt base. Such an option is from Koia. They are a product that the distributor I used to work for began carrying, and as such I became familiar with it. They use a blend of brown rice, pea, and plant protein, mixed in with almond milk. They get up to 20g of protein and only 4g sugar. The problem here again is the price point: they cost $5 per drink. I bought them a few times and absolutely loved Cinnamon Horchata flavor, which was similar to the shakes I made at home. If it wasn't for the delicious flavor, I probably wouldn't have bought it more than once. Their website is here: https://drinkkoia.com/product/koia-cinnamon-horchata/

Another up and coming product line that meets your description is Powerful. (Powerful Yogurt | High Protein Foods | Protein Yogurt High Protein Foods provides Superior Source of Protein + Fat Burning Foods- Powerful Yogurt). Powerful is a high protein, fitness oriented yogurt brand that goes a step beyond the regular greek yogurts. Take a look at their yogurt drink here: Vanilla Maple Drink | Powerful Yogurt | High Protein Foods - 20g protein, 10g sugar, and 12g carbohydrates. Again though, pretty much any of their yogurts are 15g+ carbs unless you go plain, but they are all 8oz yogurt cups instead of the regular 5oz. You can definitely feel/see the difference when you eat it, its a fair amount more of yogurt.

So I think logistically speaking, it is difficult to get a yogurt based or even plant protein based drink under 15g carbs. But it is possible, as seen by Powerful's drinks. But I'm not sure exactly how important that is, as I think the more popular concern at the moment with yogurt is sugar.

As evidenced by the above examples and looking at greek yogurt in general, there seems to be a correlation between reducing carbs & sugar, keeping protein high, and increasing cost of production. The most important question to ask going into this is how much can you reduce carbs and sugar while keeping price point reasonable, if this does indeed increase production cost.
 
Last edited:

Raoul Duke

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I'm fairly strict keto 80% of the time and I won't touch yogurt. It irks me to no end that all the yogurts for sale to give to my kids are of the low fat variety, not to mention many brands add sugar as if the lactose wasn't enough.

Mentioning this just to say, good idea!

GXxFJTD.jpg
 
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Mike Partee

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A good tasting drinkable yogurt that is over 12g protein but under 10g of Carbs in a single serving.

I'm probably missing something here, but isn't this what Muscle Milk is for?

Very Low Carb, High Protein, Tastes pretty good imo. Also has a good amount of Potassium, Phosphorus & Magnesium which is a common deficiency among Keto-ians.

Not quite "yogurt" proper, but close(?)

The only downside is having too low fat.
But if you're doing just for Protein than it can work.
81eZQOFTFcL._SL1500_.jpg 81DKi6LSSIL._SY679_.jpg

again, I know nothing about the food industry but just throwing it out there :(
 

Scot

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I'm probably missing something here, but isn't this what Muscle Milk is for?

Very Low Carb, High Protein, Tastes pretty good imo. Also has a good amount of Potassium, Phosphorus & Magnesium which is a common deficiency among Keto-ians.

Not quite "yogurt" proper, but close(?)

The only downside is having too low fat.
But if you're doing just for Protein than it can work.
View attachment 18868 View attachment 18869

again, I know nothing about the food industry but just throwing it out there :(

You couldn’t Pay me to drink muscle milk honestly. I’m not trying to suggest another ready to drink protein, there are plenty of those.

When I’m on my meal plan, I already drink 3 protein shakes a day. Drinking that much protein, you miss a lot of other nutrients.

Greek yogurt and whey isolate/almond milk are very different things.
 
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The-J

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You could strain kefir like a million times and brand it as a new drink, devoid of sugars (maybe leave in 2g of sugar per serving).

kéfir Plain 2%

You could maybe put in some natural flavors and some sucralose/stevia/whatever to make it palatable (that is, if you don't like plain yogurt; many people do, but most people don't).

I see the demand for this. But I don't see the cost effectiveness. Kefir is already pretty common around the world (especially Europe) except maybe smaller areas in the US. Straining makes it expensive. Selling regular kefir is 6g of sugar per serving.

I'm probably missing something here, but isn't this what Muscle Milk is for?

Very Low Carb, High Protein, Tastes pretty good imo. Also has a good amount of Potassium, Phosphorus & Magnesium which is a common deficiency among Keto-ians.

Not quite "yogurt" proper, but close(?)

The only downside is having too low fat.
But if you're doing just for Protein than it can work.
View attachment 18868 View attachment 18869

again, I know nothing about the food industry but just throwing it out there :(

Muscle Milk isn't milk. It can't legally be called milk in some countries (like Canada, where it's called Muscle MLK). It's also not yogurt, nor does it have probiotic properties. It's a protein shake based on whey isolate. Not quite the same thing, nor is it really in the same market.
 

The-J

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Double post incoming

You could add protein isolate to your strained kefir drink, too, if protein is your concern.

Greek yogurt... I don't know anything about dairy or food science, but it seems that the reason greek yogurt is so thick and so not drinkable is because of the protein.

But after doing those things to it, it's no longer that much of a natural drink. That's fine if you're not selling it as kefir. But at some point it becomes some sort of amalgamation of different foods... like Muscle Milk. Depending on how you brand it, though, that may not actually be a problem.
 

#nowhere

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15223433584531796984447.jpg 15223434550391289620778.jpg
Start small, get recipes developed in house. Then do small batches, sell locally to grocery stores and farmers markets. Get a few distribution deals at gyms.

These are distributed in Germany. It is from scandinavia, named “skyr“. Good stuff, when eaten plain.

Fat 0.2g
Carbs 4.9g
Protein 7.4g
 
Last edited:

Scot

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Scot

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Sorry what do you mean by “acquired“?

It tastes bad you mean?

It’s a difficult taste to get used to. It’s very very strong sour and bitter taste.
 

#nowhere

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It’s a difficult taste to get used to. It’s very very strong sour and bitter taste.

Idk what about skyr in US but here it tastes good if you add fresh raspberrys and a bit of stevia or other sweetener...
 
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