Meraki Greek Style: Atlante’s latest launch, driven by market insight and changing consumer habits

Meraki is expanding its range with the launch of two new Greek-style yogurt products, available with 2% and 10% fat in a 1 kg format. The new line has been developed in response to the evolution of the category and to the production dynamics currently shaping the Greek yogurt market in Europe.

Meraki is a Greek word that describes doing something with soul, creativity, care and passion. It reflects the idea of putting yourself fully into what you do and paying attention to every detail. This principle lies at the heart of the brand, which was created to bring products inspired by Greek food traditions into everyday life, with a focus on taste, simplicity and versatility.

The new Greek-style yogurt range continues this development, extending the brand’s offer with two products designed for consumers whose expectations are becoming broader and more varied, and who increasingly look for products suited to different moments throughout the day.

A new market opportunity

Greek yogurt consumption has grown significantly in recent years, establishing the category as one of the highest-value segments within dairy. Demand now extends across a wide consumer base, driven by the search for products that combine taste, creaminess, versatility and credible nutritional benefits.

At the same time, the availability of authentic Greek milk remains structurally limited. Production volumes are constrained, geographically concentrated and dependent on a complex supply chain. This has created a natural imbalance between growing demand and more limited production capacity.

The Greek Style segment has developed within this context as an industrial and commercial response to changing market conditions. Its role is not to replace authentic Greek yogurt, but to broaden the category. It creates an additional point of access for consumers and retailers, supporting availability, affordability and long-term development across the supply chain.

The new range

The new Meraki Greek-style yogurt range has been developed around two increasingly relevant areas of consumption: the demand for balance and lighter options, and the growing preference for richer taste and creamier textures.

The 2% fat product addresses an established, everyday need. It is designed for consumers looking for a Greek-style yogurt that is versatile, creamy and well balanced.

This segment is showing particularly strong growth. In April 2026, compared with the same period in the previous year, the 2% segment recorded an increase of 32% in value and 30% in volume, gradually gaining a larger share of the category.

This development does not appear to be driven solely by wider shelf distribution. Sales are also increasing at comparable assortment depth, indicating genuine consumer interest and a stronger ability to generate purchase.

Alongside the 2% product, Meraki is also introducing a 10% fat version, designed to deliver a richer and more indulgent Greek-style yogurt experience.

As consumers place increasing importance on texture and creaminess, the full-fat segment is accelerating significantly. Initial 2026 data show growth of 42% in value and 36% in volume compared with the previous year.

Covering both segments reflects a clear strategic choice: investing in the continued growth of the 2% segment while also responding to the increasing potential of 10% products among consumers looking for a fuller, creamier and more distinctive taste experience.

Practicality and shelf impact

The 1 kg format reflects changing consumption habits and the growing demand for products that can be used across several occasions during the day. Meraki Greek-style yogurt can be enjoyed at breakfast or as a snack, as well as used in bowls, desserts, sauces, savoury recipes and fresh dishes.

The offer is further supported by a new square pack, developed to combine practicality with visual recognition.

Its shape provides greater front-facing impact and a more distinctive shelf presence, while also making the product easier to handle, reposition and store in the refrigerator.

The packaging therefore becomes part of the overall product experience, supporting functionality, versatility and immediate brand recognition.

Innovation that creates value

For Atlante, innovation begins with the ability to observe the market, understand how it is evolving and translate those developments into concrete solutions.

Launching a new product is one part of this process. The broader objective is to develop propositions that respond to real needs, create new consumption opportunities and generate value throughout the supply chain.

The launch of Meraki Greek Style yogurt follows this approach. It has been developed from a close reading of category dynamics and is designed to support the evolution of the dairy market with an accessible, distinctive offer aligned with current consumer expectations.