Danone (quietly) ditches Shape 'Feel fuller for longer'

The move is likely to prompt a fresh debate over how to position products designed to boost satiety, and whether this message really resonates with consumers.

Feel fuller for longer, which contained hydrolysed guar gum and milk proteins to stave of the hunger pangs, was originally launched in 2006 as Shape 'Lasting Satisfaction' to cash in on a growing interest in appetite control as a weight management tool.

One of several major launches focusing on appetite, along with M&S’s Simply Fuller Longer range and Kellogg's Special K Sustain cereal, the yogurt also appeared to be bang on trend by accentuating the positive, rather than highlighting what had been 'left out' (low fat, low sugar etc).

However, the fact that brand managers opted to change its name just two years after launch in a bid to simplify the message prompted rumours that Danone was struggling to get its message across.

Some industry insiders also suspect the more restrictive regulatory environment (guar-gum/satiety claims recently got the thumbs down from scientists assessing applications under the EU health claims Regulation) may have dampened enthusiasm for the satiety category as a whole.

But ingredients suppliers contacted by FoodManufacture.co.uk questioned this analysis, arguing that Danone would have found creative ways to work within the new regulatory landscape if the brand was performing well.

Danone declined to comment.