Just weeks ago, Danone hinted at releasing a clean-label liquid creamer “in order to play a leading role” in the multibillion-dollar North American industry.
CFO Juergen Esser suggested the product would come from the flagship International Delight – but instead, it’s emerged from Danone’s yogurt brand Too Good & Co.
The range, which comprises three naturally-flavored liquid creamers, is Danone’s answer to Chobani’s clean-label creamer portfolio.
It’s a segment in which Chobani has carved out a niche for itself through flavor and format innovation, low or no-sugar formulations, and a commitment to a short ingredient label.
In contrast, Danone and Nestlé, the two leading players in North America’s market, have largely shunned the better-for-you creamer category, focusing instead on innovations such as cold foam products and seasonal flavors.
But with Too Good and Co. Creamers, Danone is finally adding a healthier option.
These creamers differentiate through low-sugar claims – each carton packs 2g less sugar per serving than Chobani’s products – while competing on equal terms with Chobani on ‘farm-fresh’ dairy ingredients and natural flavors.
Danone’s brand also spotlights the lack of artificial sweeteners (Too Good & Co. uses stevia and fruit-derived sugar across its product portfolio), added gums or oils or preservatives.
Price-wise, Too Good & Co. Creamers will retail at $5.99 per bottle, suggesting near-parity with Chobani’s products.
Who else is playing in the better-for-you creamer space?
When it comes to coffee creamers, dairy-based products are just one (if the largest) part of the picture. Plant-based creamers and milks are positioned as premium, value-driven products, and the category is still in its infancy, offering a long runway for growth.
Califia Farms has been making waves in the plant-based segment in 2025. Similarly to Chobani in milk creamers, Califia Farms bets on simple ingredients and formulated without gums or oils.
The company has also introduced organic ranges to further appeal to health-conscious shoppers, and expanded its flavor portfolio in 2025. Overall, Califia’s expansion into coffee creamers has enabled it to gain distribution this year, Circana told us.
Danone’s plant-based brand Silk continues to enjoy a strong position in the segment, making it an enduringly important category for the dairy major; while for Swedish oatmilk brand Oatly, the introduction of on-trend flavors such as Matcha and a growing focus on foodservice might just be the ticket to growth.
