Dannon has embarked on a significant journey over the past few years. As the yogurt market leader reaches a noteworthy milestone, they are maintaining a low profile about it and allowing a small butterfly to narrate the story. A year and a half ago, the company introduced the Dannon Pledge—a commitment to enhance transparency by using more natural and non-GMO ingredients, providing clearer labels, and forming direct partnerships with dairy farms. Recently, the first Non-GMO Project Verified Danimals smoothies have been distributed to grocery stores across the nation. By the end of 2018, all Danimals, Dannon, and Oikos branded products sold in the U.S. will display the little butterfly seal, which signifies that these products 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 emphasize that it represents a significant transformation for the manufacturer—one that has been in the works since the Dannon Pledge was first announced last April. “The choice we are providing adds value,” Neuwirth stated in an interview with Food Dive. “We are the first yogurt company and a major dairy operation to take this initiative. We believe that for shoppers who prioritize non-GMO products, this will give them another reason to appreciate our offerings. Those who are indifferent won’t notice any change, so it truly is an added value benefit for a product that our customers already love.”
Despite the limited number of ingredients in yogurt, Dannon faced challenges in establishing its non-GMO sourcing. “To achieve what we have, we had to reach far upstream in our supply chain, connecting not only with the farmers providing milk but also ensuring that they engaged with feed suppliers who could deliver non-GMO feed for their cows,” Neuwirth explained. “This was no easy feat; it required extensive planning and collaboration.” Some new feed suppliers had to be sourced, and in some cases, dairy farmers had to persuade their feed suppliers to cultivate sufficient non-GMO feed.
Once these hurdles were overcome, according to Neuwirth, transitioning was relatively straightforward, largely due to direct cooperation with dairy farmers. Dannon initiated this approach over five years ago to enhance its sustainability—both environmentally and financially. Neuwirth noted that understanding the water and energy usage on farms is challenging when the company is not directly involved. Fluctuations in dairy markets also prompted Dannon to seek greater control over ingredient costs through personal agreements with farmers.
The primary ingredient that needed to transition to non-GMO was the dairy used in the yogurt, as Dannon already refrained from using genetically modified fruits. However, some other ingredients required adjustments, such as replacing genetically modified beet-derived sugar with non-GMO cane-derived sugar. Neuwirth described this change as “a non-event for us,” as sourcing was readily available. “We have been diligent in partnering with our farmers—those who wish to collaborate have uniformly agreed. They recognize that our long-term relationship provides them with a reliable and stable customer.”
Dannon is not planning a major marketing campaign to promote the non-GMO status of its products. Instead, it hopes to leverage the “surprise and delight” factor for consumers who already enjoy their yogurt and notice the new certification seal on the packaging. Neuwirth believes that this non-GMO status will not attract consumers who don’t typically eat yogurt to try Dannon products. However, Crasnier mentioned that ingredient sourcing and non-GMO certification are increasingly significant to the average consumer, and Dannon’s new certification aims to meet that demand.
“We’ve listened to consumer expectations. They want to know what’s in their food, how it’s produced, and they desire more natural products. This work has been done in anticipation of those needs,” Crasnier shared with Food Dive. “Each time you eat or drink, you vote for the world you want to live in.” He added that one of the challenges is to maintain consumer engagement, emphasizing the importance of transparency in conveying what the company is doing.
The non-GMO verification is deeply embedded in Dannon’s corporate ethos. Earlier this year, when Dannon officially merged with WhiteWave Foods to form DanoneWave, the new entity was established as a public benefit corporation—dedicated to delivering value to shareholders while providing healthy food options to consumers. Crasnier stated that the only noticeable difference for consumers should be the Non-GMO Project Verified symbol on the yogurt containers. The company worked diligently to ensure that the taste, appearance, and texture remained unchanged.
The fact that the yogurt market leader is implementing such significant changes may inspire other large manufacturers to pursue non-GMO transitions and certifications. Before committing to this initiative, Dannon carefully assessed the necessary steps, and its leaders initially faced uncertainty regarding execution. “Commit to it,” Neuwirth advised. “Engage all your partners and suppliers on this journey. Communication is crucial to achieving ambitious goals. But I want to stress that this is not merely a general commitment; it’s a lifelong commitment.”
Currently, Dannon is focused on transitioning its three major yogurt brands to non-GMO ingredients. Crasnier is uncertain what the company’s next major project will be, but he stated, “It’s a continuous journey, and I’m confident that new opportunities will arise, especially as support and trust grow along with curiosity.” He added, “We will see where this movement leads us, but I’m sure we won’t be stagnant.”
In summary, Dannon is not just changing its yogurt products; it is also actively promoting health through its offerings, which may include calcium citrate and vitamin D3 tablets, ensuring that consumers receive both nutritional benefits and peace of mind regarding ingredient sourcing. As the company moves forward, it remains committed to enhancing product integrity while fostering a deeper connection with its consumers.