Marketed for a year, the new range of Léger yogurts & Gourmand de la Cilam had not been the subject of any advertising at the time due to Covid. Hence the interest in the communication in the form of a first assessment unveiled at the end of September. Supporting figures, it shows the relevance of this product with its unique nutritional qualities and of the approach leading to its design.
A product with remarkable nutritional qualities, made by and for the people of Reunion : this is how the Léger range is defined & Gourmand. With 220,000 packs of 12 yogurts sold in one year, the management team that presided over the birth of the product does not hide its satisfaction : Frédéric Vaché, commercial director, Helene Lucas, operations manager of the Fresh Dairy Products sector, Luciano Leveneur, industrial director, Alexandra Ouradou, responsable Marketing. This figure proves that the bet has already been won. Light & Gourmand has found its audience. However, the performance of the product is not only in its recipe. Its design is the exact translation of the expectations of Reunion’s customers., scrutinized by Cilam. 
The company is based, especially, based on the opinions of a pool of consumers who even chose the name of the range ! “Today two out of three yogurts consumed in Reunion Island come from our dairy in Saint-Pierre. And every day, nearly 350 employees are hard at work supplying the island’s supermarkets. As a leader, we have an important role to play in our territory and our development policy ensures that we respond to changing consumer expectations and continually improve the nutritional quality of products.. »
Nutrition and pleasure
All studies show that consumers want to take care of their health through their diet. The health crisis has accentuated this trend. But doing good by eating does not mean depriving yourself. This is the reason for the disaffection for low-fat yogurts, no added sugar and no fat, on the market both locally and nationally. “This led us to seek to better understand the expectations of our consumers through a large study. In summary, the Reunion consumer, as metropolitan, favors taste, naturalness and balance, that is to say just the right amount of sugar, of fat and calories” explains Alexandra Ouradou. Cilam not only relied on these results, but also conducted research and development work in which consumers participated for 18 months. Result : Light & Gourmand, a stirred fruit yogurt with little fat, the least sweet in its category, but with the taste of fruit and the creaminess of yogurt.
A technical tour de force
While capturing its old clientele, the “Light and Gourmand” range stands out radically from the light offer. Traditionally, low-fat yogurts incorporate gelling agents to compensate for the absence of fat and provide texture and creaminess.. Léger’s tour de force & Gourmet is its low fat content (less than 1% compared to almost 3% for a standard fruit yogurt) and the absence of gelling agent. Regarding sugar, Light & Gourmand makes the difference with an added sugar content of less than 6 g per 100 g (the equivalent of a cube of sugar) when the products in the category are 9 g per 100 g. Rated Nutriscore B, Light & Gourmand now has eight flavors : vanilla, fishing, citron, apricot, raspberry, strawberry, blueberry and blackberry, to which is added a plain sweet variety. The range is mainly marketed in packs of twelve and is also starting to be sold in packs of six for the Lemon and Plain Sweet varieties.
