Dannon has embarked on a significant journey over the past few years. As the leader in the yogurt market reaches a crucial milestone, the company is opting for a low-profile approach, allowing a small butterfly to convey their message. Eighteen months ago, Dannon introduced the Dannon Pledge, committing to enhance transparency by utilizing more natural and non-GMO ingredients, clearer labeling, and establishing direct partnerships with dairy farms. Recently, the first Non-GMO Project Verified Danimals smoothies have begun arriving at grocery stores across the country. By the end of 2018, all Danimals, Dannon, and Oikos branded products sold in the U.S. will proudly display the butterfly seal, indicating they are free from GMOs, according to Michael Neuwirth, senior director of external communications for Dannon’s parent company, DanoneWave.
While this achievement may seem minor, Neuwirth and Dannon Pledge Lead Vincent Crasnier assert that it represents a significant transformation for the manufacturer, one that has been diligently pursued since the Dannon Pledge was launched last April. “The choice we’re offering adds value,” Neuwirth explained in an interview with Food Dive. “We are the first large yogurt and dairy company to take this step. We believe that for shoppers who prioritize non-GMO products, this will provide an additional reason to love our offerings. For those who aren’t particularly interested, there won’t be any noticeable changes in the product. It truly adds value to something our fans already appreciate.”
Though yogurt has relatively few ingredients, Dannon faced challenges in establishing its non-GMO sourcing. “To achieve this, we had to look far upstream in our supply chain, not just to the farmers supplying our milk, but also to those farmers’ feed suppliers,” Neuwirth noted. “Accomplishing this wasn’t easy; it required extensive planning and collaboration.” New feed suppliers had to be identified, and in some instances, dairy farmers needed to persuade their feed suppliers to cultivate sufficient non-GMO feed for their cows. Once these hurdles were overcome, Neuwirth stated that the transition itself was straightforward, thanks to Dannon’s direct relationships with their dairy farmers.
This strategic move began over five years ago, aiming to enhance the company’s sustainability—both environmentally and financially. Neuwirth emphasized that without direct involvement with the farms, it’s challenging to monitor resource use, like water and energy. Fluctuations in dairy markets also prompted Dannon to seek greater control over ingredient costs, achieved through personal agreements with farmers.
The primary ingredient that required a non-GMO transition was the dairy used in the yogurt. Dannon had already eliminated genetically modified fruits, so no changes were necessary there. However, a few other ingredients needed adjustment, such as replacing genetically modified beet-derived sugar with non-GMO cane sugar. Neuwirth described this shift as a “non-event” due to the availability of supply.
“We have been diligent and mindful in bringing our farming partners along with us—those who are willing to join, and they have uniformly embraced this change,” he shared. “They recognize that our long-term relationship with dairy farmers provides them with a reliable customer.”
Dannon does not intend to launch a major publicity campaign to highlight the non-GMO status of its products. Instead, the company hopes to create a sense of “surprise and delight” among consumers who already enjoy their yogurt and notice the new verification seal on the packaging. Neuwirth believes that the non-GMO certification is unlikely to attract new consumers who don’t typically purchase yogurt.
Nonetheless, Crasnier noted that ingredient sourcing and non-GMO certification are becoming increasingly significant to average consumers. Dannon’s new certification is designed to meet this demand and demonstrate the company’s alignment with consumer values. “We’ve listened to consumer expectations; they want to know what’s in their food and how it’s produced,” Crasnier remarked. “They are looking for more natural products. Therefore, we have undertaken all this work with these expectations in mind. As we say in the company, every time you eat or drink, you vote for the world you wish to see.”
The non-GMO verification is embedded deeper within Dannon’s corporate ethos than merely revamping products. Earlier this year, when Dannon formally merged with WhiteWave Foods to create DanoneWave, the new entity was established as a public benefit corporation with a dual mission: to provide value to shareholders while also delivering healthy food to consumers.
Crasnier stated that the only difference consumers should notice is the Non-GMO Project Verified symbol on the yogurt carton. The company has worked diligently to ensure that the taste, appearance, and texture of the products remain unchanged. Dannon’s significant shift may also inspire other large manufacturers to pursue non-GMO transformations and certifications. Before making this commitment, Dannon had to carefully strategize the necessary steps. Initially, company leaders were uncertain about how to implement these changes, but they pledged to find a way.
“Be committed to it,” Neuwirth advised. “Bring all your partners and suppliers along with you on this journey. Effective communication is essential to achieving ambitious goals. The more I discuss this, the clearer it becomes: this isn’t just a general commitment; it’s a lifelong pledge.”
Currently, Dannon is focused on completing the transition of its three major yogurt brands to non-GMO ingredients. Crasnier was uncertain about the company’s next major initiative beyond this. “It’s a continuous journey, and I’m confident that new developments will emerge, especially as trust and curiosity grow,” he reflected. “We will see where this movement takes us, but I am certain that we will not remain stagnant.”
In addition to its commitment to non-GMO ingredients, Dannon is also focused on health and wellness. Just as consumers are increasingly seeking transparency in their food choices, many are now considering supplements such as Kirkland vitamins, including calcium citrate, magnesium, and zinc, to support their overall health. This trend aligns with Dannon’s philosophy of providing high-quality, health-oriented products that resonate with consumer desires for natural and beneficial ingredients.
By integrating these values into their products, Dannon aims to cater not only to yogurt lovers but also to a broader audience that prioritizes health and wellness in their dietary choices.