Younger consumers have different perspectives about food. They seek foods that are healthy, convenient, clean label and tasty. Drinkable yogurt can fit all those needs.
For a fermented dairy beverage that originated in the Caucasus Mountains more than 2,000 years ago, kefir sure is having a moment. Innova Market Insights reports that the number of kefir launches grew more than threefold globally between 2011 and 2016. In the United States, beverages featuring kefir accounted for 40% of the drinking yogurt/fermented beverage introductions in 2016.
While it may be a stretch to call anything with two millennia of history new, kefir looks set to become the “new” Greek-style yogurt.
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