Danone CEO Antoine Bernard de Saint-Affrique advocates a cautious approach to the expansion of Oikos Protein Shakes, following promising early results from a limited test at select US retailers. Despite the product’s strong initial performance, the CEO emphasizes the importance of a disciplined strategy to avoid premature nationwide distribution in a competitive market segment dominated by Coca-Cola, Pepsi, and BellRing. Danone plans to assess further expansion strategies in Q3, while its competitors also advance their protein shake offerings, with PepsiCo hinting at significant launches in late 2025 and early 2026.
