William & YOGO BARs: Responding to the Demand for Protein-Rich Dairy Snacks

Consumers are increasingly looking for snacks that fit into busy routines while also supporting their health goals. For Gen-Z in particular, convenience, nutrition and taste all matter when choosing yogurt and yogurt alternative products.

Let’s focus on two trends shaping this space:

• Protein Plus: Protein is well known for promoting satiety and supporting recovery after exercise. Today, consumers are also looking for products that deliver more than protein alone, with expectations around taste, texture and added functional benefits. This trend is reflected in the market, with a 24% growth in high/source of protein claims in yogurt and yogurt alternatives in Europe between January 2022 and December 2024. For Gen-Z, protein content is a key purchase drive.
• On-the-go: Consumers want convenient options that can be enjoyed anytime, anywhere, especially when daily schedules leave little time to refuel properly. This has contributed to the growth of portable dairy formats: single-serve drinkable yogurt and squeezable pouches saw a 15% year-on-year sales increase among 18–25-year-olds in both the US and Europe, linked to busy Gen-Z lifestyles.

YOGO BARs: a concept aligned with these trends

The YOGO BARs concept, represented by William, the entrepreneur, illustrates this demand for convenient, protein-rich formats that fit active lifestyles. Positioned within the Protein Plus trend, YOGO BARs combine several product benefits that resonate with current expectations: they are high in protein, promote satiety, and are a source of fiber.

These attributes make them relevant for consumers looking for snack options that combine nutrition with convenience and enjoyment.

Curious to see these insights in action? Watch the video below ▶️