Breaking Through a Saturated Market

Thorsten Rhode partnered with Ehrmann to design a bold, premium product concept that would disrupt the U.S. Greek yogurt market. We honed in on a unique consumer experience: a high-protein, fat-free Greek yogurt with two add-ins—one solid, one liquid—allowing consumers to mix flavours to their liking. The team leveraged a visually striking heart-shaped cup to showcase this customizable concept, ensuring MIXIM would stand out on crowded shelves. The distinct packaging and the customizable product allowed Ehrmann to enter the U.S. market not just as another Greek yogurt option, but as a premium offering with a unique consumer-driven experience.

The launch of Ehrmann MIXIM saw rapid success. Within 18 months, the product secured distribution in over 3,000 retail outlets, including major chains like Safeway, Albertsons, Kroger, Costco, and Walmart. MIXIM’s premium positioning allowed for a higher price point and margin, enabling retailers to achieve category returns without requiring rapid turnover. This success spurred Ehrmann to develop a kid-friendly version, Mixies, just a year later. Our approach didn’t just break through a saturated market—it helped establish Ehrmann SE as a competitive force in the U.S., elevating brand perception and securing a sustainable foothold in a high-growth market.