Key takeaways
- Oikos Fusion is a new yogurt drink by Danone designed to support muscle retention and growth during weight loss.
- Launched in the US, the product uses a proprietary science-backed blend to stimulate muscle protein synthesis.
- Although not labeled as ‘GLP-1-friendly,’ the drink is positioned to support muscle and digestive health, appealing to a wide range of consumers on weight management journeys.
Weight management is shaking up the food and beverage space – with challenges and opportunities across all categories.
For dairy, there have been mostly opportunities – with consumers lapping up protein-packed cottage cheese, yogurts and beverages to boost satiety and support muscle health.
Danone has been among those leading the charge. Besides seeing consistent sales and volume growth across its Oikos portfolio in North America, the company’s expertise in gut health has enabled it to offer nutrition advice through a dedicated consumer-facing portal and a nutrition group chat on Instagram; enabling the brand to position itself as a trusted resource for consumers managing their weight.
And this August, Danone added a new product to specifically address the nutrition needs of that growing cohort: Oikos Fusion, the market’s first yogurt with a science-backed formulation to prevent muscle loss.
But what makes the product so different – and why should shoppers opt for it instead of a regular high-protein affair?
Whitney Evans, PhD, RD, Director of Scientific Affairs at Danone, said: “GLP-1 medications can lead to substantial weight loss, but they can also create unique nutrition challenges as they can substantially reduce food and calorie intake but do not change essential nutrient needs.
“This can put your muscle tissue at risk, because if you don’t meet your body’s protein needs, it will break down muscle to get the essential amino acids, or protein building blocks, that it needs to function. In fact, research suggests that approximately 20% of weight lost while on GLP-1 medications is muscle mass.”
“Unlike many protein or yogurt drinks that rely on casein or milk protein (which is 80% casein), Oikos Fusion uses whey protein, which naturally contains more leucine, a key amino acid that plays a critical role in stimulating muscle protein synthesis.”
Whitney Evans, PhD
This proprietary blend – which Danone calls Advanced Fusion – enables consumers build muscle mass but also retain it during weight loss when combined with exercise and a balanced diet.
“In speaking with individuals taking GLP-1s, studying consumer data and reviewing the latest scientific research, we recognized how challenging it is to meet essential nutrient needs when consuming fewer calories,“ Evans told us.
10%
Gallup data shows that approximately 10% of the US population have used or are using a GLP-1 medication.
“In fact, research shows that energy intake in GLP-1 users can be reduced by up to 39% (Christensen et al, 2024), making it difficult to meet daily essential nutrient needs – particularly for protein.”
Available in a 7fl oz format, Oikos Fusion also packs 5g of prebiotic fiber and essential vitamins and minerals including vitamins B3, B12, A, and D and calcium.
Label omits ‘GLP-1′
But while Danone clearly targets users on weight management medications, the company has stopped short of labeling its new beverage product ‘GLP-1-friendly’.
Instead, it’s ‘muscle + digestive health support’ front and center below the proprietary science-backed blend that the company also highlights. Protein, sugar and fiber claims feature prominently, too.
“We state directly on pack that the Advanced Fusion is a patented blend with whey, leucine and vitamin D designed to help build and retain muscle mass during weight loss,” Evans said. “This claim is built on extensive research on the impact of whey, leucine and vitamin D on muscle health and maintenance, including multiple clinical trials conducted by Danone.”
“We are also doing work with health care providers to communicate the unique benefits of Oikos Fusion,” she added.
Ultimately, Danone’s new dairy drink is for anyone who wants to bolster their nutritional intake without compromising convenience.
“While it was designed to support the needs of GLP-1 users, Oikos Fusion is for anyone who is on a weight loss journey or building a healthy lifestyle and looking to maintain or build muscle as part of a balanced diet with exercise – whether they are taking a GLP-1 medication or not,” Evans told us.
“Since everyone’s health journey is different, you should always consult your doctor with any specific questions related to your personal health and wellness.”
How Oikos Fusion fits within the wider Oikos range
The power of protein
Danone told us that on the heels of increased GLP-1 usage, online searches for ‘high protein’ reached a five-year high in 2023 and have maintained volume since.
“Three-quarters of Americans (71%) say that they want to consume more protein – up from 59% in 2022 – and 20% follow a ‘high protein’ diet,” Evans told us, referring to 2024 IFIC Food & Health Survey data.
While the brand remains focused on high-protein offerings, the Oikos portfolio is ‘intentionally diversified’, Danone told us – with each product delivering distinct, targeted and complimentary benefits that meet a variety of consumer health goals.
“For example, Oikos Pro Shots offer 3.1 fl oz with 10 grams of protein for a quick protein pick me up, whereas Oikos Fusion is the first Oikos product created specifically with GLP-1 and weight loss consumers in mind,” Evans clarified.
Oikos Fusion drinks will initially launch in the refrigerated section of select US retailers starting this August, with additional retailers rolling out this fall.
