{"id":25012,"date":"2026-02-05T19:49:23","date_gmt":"2026-02-05T18:49:23","guid":{"rendered":"https:\/\/tchak.be\/?p=25012"},"modified":"2026-02-24T12:58:45","modified_gmt":"2026-02-24T11:58:45","slug":"hipro-danone-produit-hyper-proteine","status":"publish","type":"post","link":"https:\/\/tchak.be\/index.php\/2026\/02\/05\/hipro-danone-produit-hyper-proteine\/","title":{"rendered":"Tchak d\u00e9balle tout sur HiPRO, la marque enrichie en marketing de Danone"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Les produits laitiers (hyper) prot\u00e9in\u00e9s sont devenus incontournables dans toutes les grandes surfaces. Une d\u00e9mocratisation qui fait le beurre de Danone et son champion toutes cat\u00e9gories&nbsp;: HiPRO. Comment la gamme de yaourts dop\u00e9s aux macronutriments s\u2019est-elle impos\u00e9e aux consommateur\u00b7ices, malgr\u00e9 des qualit\u00e9s nutritionnelles douteuses&nbsp;?<\/p>\n\n\n\n<div class=\"wp-block-stackable-button-group alignwide stk-block-button-group stk-block stk-609da4e\" data-block-id=\"609da4e\"><style>.stk-609da4e .stk-block-button, .stk-609da4e .stk-block-icon-button{flex:1 0 0% !important;}<\/style><div class=\"stk-row stk-inner-blocks has-text-align-center stk-block-content stk-button-group\">\n<div class=\"wp-block-stackable-button stk-block-button has-text-align-center stk-block stk-d7d1ae9\" data-block-id=\"d7d1ae9\"><style>.stk-d7d1ae9 {border-top-left-radius:0px !important;border-top-right-radius:0px !important;border-bottom-right-radius:0px !important;border-bottom-left-radius:0px !important;overflow:hidden !important;box-shadow:0 0 0 1px #7878781a !important;border-color:#000000 !important;padding-top:0px !important;padding-right:0px !important;padding-bottom:0px !important;padding-left:0px !important;}.stk-d7d1ae9 .stk-button{background:#fdef6f !important;}.stk-d7d1ae9 .stk-button__inner-text{font-size:17px !important;color:#4e7000 !important;}@media screen and (max-width: 1023px){.stk-d7d1ae9 .stk-button__inner-text{font-size:17px !important;}}<\/style><a class=\"stk-link stk-button stk--hover-effect-darken\" href=\"https:\/\/boutique.tchak.be\/\"><span class=\"has-text-color stk-button__inner-text\">Chez Tchak, pas d&#8217;oligarques aux commandes, pas de d\u00e9pendance \u00e0 la pub. <br>Juste une coop\u00e9rative de presse et ses 550 coop\u00e9ratrices et coop\u00e9rateurs.<br>\ud83d\udc49\ud83c\udfff <em><strong>Soutenez un m\u00e9dia combatif et fertile<\/strong><\/em><\/span><\/a><\/div>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sang-Sang Wu, journaliste<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Packaging noir rappelant l\u2019univers du crossfit, \u00ab&nbsp;15 g prot\u00e9ines&nbsp;\u00bb \u00e9crit en lettres capitales sur les pots&nbsp;: au rayon laitier des supermarch\u00e9s, impossible de louper les produits de la gamme HiPRO de Danone. Lanc\u00e9e en 2019, elle capte 84% du march\u00e9 des yaourts prot\u00e9in\u00e9s<a href=\"#sdfootnote1sym\" id=\"sdfootnote1anc\"><sup>1<\/sup><\/a>, est pr\u00e9sente dans 25 pays et poss\u00e8de son propre site, entre la boutique en ligne et le blog.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En France, HiPRO a r\u00e9alis\u00e9 70 millions d\u2019euros de chiffre d\u2019affaires en quatre ans, et s\u00e9duit trois millions de personnes<a href=\"#sdfootnote2sym\" id=\"sdfootnote2anc\"><sup>2<\/sup><\/a>. Le march\u00e9 des desserts prot\u00e9in\u00e9s du rayon frais y a augment\u00e9 de 80% en trois ans. \u00ab&nbsp;<em>Une croissance impressionnante, qui fait exception dans l\u2019alimentaire<\/em>&nbsp;\u00bb<a href=\"#sdfootnote3sym\" id=\"sdfootnote3anc\"><sup>3<\/sup><\/a>, \u00e0 en croire le cabinet d\u2019\u00e9tudes marketing NielsenIQ. En Belgique, ce march\u00e9 a connu une croissance de 20% en un an, soutient Danone. \u00ab&nbsp;<em>Au cours de l\u2019ann\u00e9e \u00e9coul\u00e9e, 13% des m\u00e9nages belges ont consomm\u00e9 HiPRO.<\/em>&nbsp;\u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab&nbsp;<em>Avec une communication plus \u201csportive\u201d, les nouvelles marques de produits hyperprot\u00e9in\u00e9s ont r\u00e9ussi \u00e0 ramener au rayon ultrafrais les jeunes dont les repas sont plus d\u00e9structur\u00e9s, avec plus de snacking<\/em>&nbsp;\u00bb<a href=\"#sdfootnote4sym\" id=\"sdfootnote4anc\"><sup>4<\/sup><\/a>, rappelle Nicolas L\u00e9ger (NielsenIQ).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Danone fait effectivement appel \u00e0 des sportifs et des sportives reconnues pour incarner et l\u00e9gitimer son discours. En&nbsp;juillet&nbsp;dernier, le tennisman espagnol Carlos Alcaraz est devenu le nouvel ambassadeur mondial d\u2019HiPRO. Des partenariats sont nou\u00e9s avec des influenceurs comme Inoxtag, youtubeur aux 9,3 millions d\u2019abonn\u00e9\u00b7es qui a mis en sc\u00e8ne son ascension de l\u2019Everest. Partenaire officiel des Jeux olympiques de Paris 2024, Danone a m\u00eame lanc\u00e9 une nouvelle gamme, avec l\u2019Institut national du sport, de l\u2019expertise et de la performance.<\/p>\n\n\n\n<p class=\"has-gridlove-bg-color has-gridlove-cat-98-background-color has-text-color has-background has-link-color wp-elements-39e037f25d699f0ba5cbdcca4eb66d33 wp-block-paragraph\">+++ Cet article est au sommaire du <a href=\"https:\/\/boutique.tchak.be\/shop\/numero-24-69?category=5\" type=\"link\" id=\"https:\/\/boutique.tchak.be\/shop\/numero-24-69?category=5\"><span style=\"color: #0f0e17;background-color: #fdef6f\" class=\"stk-highlight\">num\u00e9ro 24 de Tchak<\/span><\/a> (hiver 25-26). Il est publi\u00e9 dans le cadre de notre rubrique <em>On d\u00e9balle tout<\/em>. Gr\u00e2ce \u00e0 notre communaut\u00e9 d&#8217;abonn\u00e9\u00b7es et de lecteurs et lectrices, vous pouvez le lire en acc\u00e8s libre. Une fa\u00e7on de vous faire d\u00e9couvrir notre ligne \u00e9ditoriale et, aussi, de r\u00e9duire la fracture informationnelle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>All\u00e9gations trompeuses<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sur ses emballages, HiPRO se targue d\u2019\u00eatre \u00ab&nbsp;riche en prot\u00e9ines&nbsp;\u00bb<a href=\"#sdfootnote5sym\" id=\"sdfootnote5anc\"><sup>5<\/sup><\/a>&nbsp;et \u00ab&nbsp;source de magn\u00e9sium et de vitamine B9&nbsp;\u00bb. Autoris\u00e9es&nbsp;en Europe,&nbsp;ces all\u00e9gations peuvent toutefois induire en erreur. \u00ab&nbsp;<em>Elles s\u2019appuient non pas sur des effets d\u00e9montr\u00e9s des produits eux-m\u00eames, qui n\u2019ont jamais \u00e9t\u00e9 r\u00e9ellement test\u00e9s et encore moins d\u00e9montr\u00e9s, mais indirectement au travers d\u2019effets potentiels de la vitamine B9 et du magn\u00e9sium. Ces nutriments que l\u2019on trouve dans une alimentation \u00e9quilibr\u00e9e<\/em>&nbsp;\u00bb, recadre l\u2019\u00e9pid\u00e9miologiste Serge Hercberg, \u00e0 qui on doit le Nutri-Score.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab&nbsp;<em>Il y a une image tr\u00e8s positive des prot\u00e9ines qui sont associ\u00e9es \u00e0 la puissance, aux muscles, \u00e0 la vitalit\u00e9, et on se dit que c\u2019est bon pour la sant\u00e9<\/em>&nbsp;\u00bb<a href=\"#sdfootnote6sym\" id=\"sdfootnote6anc\"><sup>6<\/sup><\/a>, confirme Fran\u00e7ois Mariotti, professeur de nutrition \u00e0 Agro-Paris Tech. Mais pour lui,\u00ab&nbsp;<em>revendiquer&nbsp;<\/em><em>des propri\u00e9t\u00e9s pour la sant\u00e9 sur la base des teneurs en prot\u00e9ines est tout \u00e0 fait inadapt\u00e9<\/em>&nbsp;\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e9non\u00e7ant une strat\u00e9gie marketing&nbsp;bas\u00e9e&nbsp;sur la mode des prot\u00e9ines,&nbsp;Test-Achats le rappelle&nbsp;: les \u00e9tudes montrent que la population belge en mange assez<a href=\"#sdfootnote7sym\" id=\"sdfootnote7anc\"><sup>7<\/sup><\/a>. \u00ab&nbsp;<em>Il n\u2019existe, ni en France ni en Europe, aucune directive de sant\u00e9 publique officielle qui recommande le recours aux aliments enrichis en ces substances,<\/em>&nbsp;pointe Serge Hercberg<em>. Au contraire, cela pourrait d\u00e9tourner des consommateurs, faussement rassur\u00e9s, des aliments qui sont pourtant des sources naturelles de ces compos\u00e9s au sein de leurs matrices d\u2019origine.<\/em>&nbsp;\u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">HiPRO, d\u00e9clin\u00e9e en gourde, brique ou bouteille, se positionne en snack \u00ab&nbsp;sain&nbsp;\u00bb, facile \u00e0 emporter et \u00e0 consommer. Il s\u2019agit pourtant d\u2019aliments&nbsp;ultra-transform\u00e9s&nbsp;compos\u00e9s&nbsp;d\u2019ingr\u00e9dients industriels (\u00e9dulcorants, ar\u00f4mes, \u00e9paississants, additifs alimentaires,&nbsp;<em>etc<\/em>.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depuis 2024,&nbsp;le&nbsp;logo nutritionnel&nbsp;Nutri-Score a disparu de ces produits. Il a \u00e9t\u00e9 remplac\u00e9 par le&nbsp;HSR (Health Star Rating), bas\u00e9 sur le m\u00eame algorithme, mais dans son ancienne version, plus laxiste par rapport \u00e0 la pr\u00e9sence de sucres et d\u2019\u00e9dulcorants. De son c\u00f4t\u00e9, Danone d\u00e9plore que ses versions \u00e0 boire soient d\u00e9class\u00e9es car plac\u00e9es dans la m\u00eame cat\u00e9gorie que les boissons sucr\u00e9es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rappelons enfin que les yaourts hyperprot\u00e9in\u00e9s sont souvent vendus plus cher que les autres produits laitiers. Ainsi, le pot de HiPRO (9,3 g de prot\u00e9ines\/100 g) est \u00e0 9,66&nbsp;\u20ac\/kg chez Delhaize, tandis qu\u2019on y trouve du skyr (11 g de prot\u00e9ines\/100 g) \u00e0 2,90&nbsp;\u20ac\/kg. \u00ab&nbsp;<em>Ce march\u00e9 se caract\u00e9rise par des marges particuli\u00e8rement \u00e9lev\u00e9es, tant pour les fabricants que pour les distributeurs.<\/em>&nbsp;\u00bb<a href=\"#sdfootnote8sym\" id=\"sdfootnote8anc\"><sup>8<\/sup><\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/boutique.tchak.be\"><img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"1024\" src=\"https:\/\/tchak.be\/wp-content\/uploads\/2026\/01\/Appel-Joseph-713x1024.png\" alt=\"\" class=\"wp-image-24432\" srcset=\"https:\/\/tchak.be\/wp-content\/uploads\/2026\/01\/Appel-Joseph-713x1024.png 713w, https:\/\/tchak.be\/wp-content\/uploads\/2026\/01\/Appel-Joseph-209x300.png 209w, https:\/\/tchak.be\/wp-content\/uploads\/2026\/01\/Appel-Joseph-768x1102.png 768w, https:\/\/tchak.be\/wp-content\/uploads\/2026\/01\/Appel-Joseph-1070x1536.png 1070w, https:\/\/tchak.be\/wp-content\/uploads\/2026\/01\/Appel-Joseph.png 1080w\" sizes=\"auto, (max-width: 713px) 100vw, 713px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#sdfootnote1anc\" id=\"sdfootnote1sym\">1<\/a>&nbsp;A. Boulegue,&nbsp;\u00ab&nbsp;Produits ultrafrais prot\u00e9in\u00e9s : quand le yaourt prot\u00e9in\u00e9 s\u2019impose en grande surface&nbsp;\u00bb, Xerfi, 2025<a href=\"https:\/\/www.xerfi.com\/blog\/Produits-ultrafrais-proteines-quand-le-yaourt-proteine-s-impose-en-grande-surface_2320\">.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#sdfootnote2anc\" id=\"sdfootnote2sym\">2<\/a>&nbsp;C. Harel,&nbsp;\u00ab&nbsp;JO de Paris 2024 : Hipro+, imagin\u00e9 par Danone pour les sportifs, une vraie r\u00e9volution ?&nbsp;\u00bb,&nbsp;<em>Capital,<\/em>&nbsp;2024.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#sdfootnote3anc\" id=\"sdfootnote3sym\">3<\/a>&nbsp;C. Robin,&nbsp;\u00ab&nbsp;Skyrs, yaourts pour sportifs : le boom des desserts \u00ab hyperprot\u00e9in\u00e9s \u00bb,&nbsp;<em>Ouest-France<\/em>, 2025.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#sdfootnote4anc\" id=\"sdfootnote4sym\">4<\/a>&nbsp;M. Belloire,&nbsp;\u00ab&nbsp;Des sneakers aux produits hyperprot\u00e9in\u00e9s, les marques de la grande conso \u00e0 fond sur le sport&nbsp;\u00bb,&nbsp;<em>LSA<\/em>, 2024.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#sdfootnote5anc\" id=\"sdfootnote5sym\">5<\/a>&nbsp;Les all\u00e9gations \u00ab&nbsp;riche en prot\u00e9ines&nbsp;\u00bb et \u00ab&nbsp;source de prot\u00e9ines&nbsp;\u00bb sont r\u00e9serv\u00e9es aux produits dont les prot\u00e9ines repr\u00e9sentent respectivement au moins 20% et 12% de la valeur \u00e9nerg\u00e9tique de l\u2019aliment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#sdfootnote6anc\" id=\"sdfootnote6sym\">6<\/a>&nbsp;<a href=\"https:\/\/www.sciencesetavenir.fr\/nutrition\/a-l-assaut-des-rayons-de-supermarche-des-produits-hyperproteines-a-l-interet-limite-pour-la-sante_186403.AFP\">AFP<\/a>,&nbsp;\u00ab&nbsp;\u00c0 l\u2019assault des rayons de supermarch\u00e9, des produits hyperprot\u00e9in\u00e9s \u00e0 l\u2019int\u00e9r\u00eat limit\u00e9 pour la sant\u00e9&nbsp;\u00bb,&nbsp;<em>Sciences et Avenir<\/em>, 2025.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#sdfootnote7anc\" id=\"sdfootnote7sym\">7<\/a>&nbsp;\u00ab&nbsp;Produits riches en prot\u00e9ines chers et inutiles&nbsp;\u00bb, Test-Achats, 2020<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#sdfootnote8anc\" id=\"sdfootnote8sym\">8<\/a>&nbsp;\u00ab&nbsp;Le march\u00e9 des produits nutritionnels, un march\u00e9 en pleine forme&nbsp;\u00bb,&nbsp;<em>L\u2019Usine Nouvelle<\/em>, 2025.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les produits laitiers (hyper) prot\u00e9in\u00e9s sont devenus incontournables dans toutes les grandes surfaces. Une d\u00e9mocratisation qui fait le beurre de Danone et son champion toutes cat\u00e9gories&nbsp;: HiPRO. Comment la gamme de yaourts dop\u00e9s aux macronutriments s\u2019est-elle impos\u00e9e aux consommateur\u00b7ices, malgr\u00e9 des qualit\u00e9s nutritionnelles douteuses&nbsp;? Sang-Sang Wu, journaliste Packaging noir rappelant l\u2019univers du crossfit, \u00ab&nbsp;15 g [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":25019,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-25012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tchak-articles-decryptage"],"featured_image_urls_v2":{"full":["https:\/\/tchak.be\/wp-content\/uploads\/2026\/02\/HiPRO_social_banner.webp",1200,628,false],"thumbnail":["https:\/\/tchak.be\/wp-content\/uploads\/2026\/02\/HiPRO_social_banner-150x150.webp",150,150,true],"medium":["https:\/\/tchak.be\/wp-content\/uploads\/2026\/02\/HiPRO_social_banner-300x157.webp",300,157,true],"medium_large":["https:\/\/tchak.be\/wp-content\/uploads\/2026\/02\/HiPRO_social_banner-768x402.webp",768,402,true],"large":["https:\/\/tchak.be\/wp-content\/uploads\/2026\/02\/HiPRO_social_banner-1024x536.webp",770,403,true],"1536x1536":["https:\/\/tchak.be\/wp-content\/uploads\/2026\/02\/HiPRO_social_banner.webp",1200,628,false],"2048x2048":["https:\/\/tchak.be\/wp-content\/uploads\/2026\/02\/HiPRO_social_banner.webp",1200,628,false],"gridlove-thumbnail":["https:\/\/tchak.be\/wp-content\/uploads\/2026\/02\/HiPRO_social_banner-80x60.webp",80,60,true]},"post_excerpt_stackable_v2":"<p>Les produits laitiers (hyper) prot\u00e9in\u00e9s sont devenus incontournables dans toutes les grandes surfaces. Une d\u00e9mocratisation qui fait le beurre de Danone et son champion toutes cat\u00e9gories&nbsp;: HiPRO. Comment la gamme de yaourts dop\u00e9s aux macronutriments s\u2019est-elle impos\u00e9e aux consommateur\u00b7ices, malgr\u00e9 des qualit\u00e9s nutritionnelles douteuses&nbsp;? Chez Tchak, pas d&#8217;oligarques aux commandes, pas de d\u00e9pendance \u00e0 la pub. Juste une coop\u00e9rative de presse et ses 550 coop\u00e9ratrices et coop\u00e9rateurs.\ud83d\udc49\ud83c\udfff Soutenez un m\u00e9dia combatif et fertile Sang-Sang Wu, journaliste Packaging noir rappelant l\u2019univers du crossfit, \u00ab&nbsp;15 g prot\u00e9ines&nbsp;\u00bb \u00e9crit en lettres capitales sur les pots&nbsp;: au rayon laitier des supermarch\u00e9s, impossible de louper\u2026<\/p>\n","category_list_v2":"<a href=\"https:\/\/tchak.be\/index.php\/category\/tchak-articles-decryptage\/\" rel=\"category tag\">D\u00e9cryptage<\/a>","author_info_v2":{"name":"Yves Raisiere","url":"https:\/\/tchak.be\/index.php\/author\/yves\/"},"comments_num_v2":"0 commentaire","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tchak d\u00e9balle tout sur HiPRO, la marque enrichie en marketing de Danone<\/title>\n<meta name=\"description\" content=\"HiPRO, le produit hyper prot\u00e9in\u00e9 de Danone. 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