Dannon has embarked on a transformative journey over the past few years. As the yogurt market leader reaches a significant milestone, they are largely keeping it under wraps — 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 incorporating 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 been distributed to grocery stores nationwide. By the end of 2018, all Danimals, Dannon, and Oikos branded products available in the U.S. will proudly display the little butterfly seal, indicating they are free from GMOs, as stated by Michael Neuwirth, senior director of external communications for Dannon’s parent company, DanoneWave.
While this achievement might seem minor, Neuwirth and Dannon Pledge Lead Vincent Crasnier emphasized that it represents a significant shift for the manufacturer, one that has been in the works since the Dannon Pledge was first unveiled last April. “The choice we’re presenting adds value,” Neuwirth remarked 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 options, this will give them another reason to appreciate our products. Those who aren’t interested won’t notice any changes, so it truly enhances the value of products that our customers already love.”
Although yogurt contains relatively few ingredients, Dannon still faced challenges in establishing its non-GMO sourcing. “To achieve what we’ve accomplished, we had to work extensively upstream in our supply chain, reaching not only the farmers who supply our milk but also those farmers’ feed suppliers,” Neuwirth explained. “This was not an easy task and required meticulous planning and collaboration.”
Some new feed suppliers needed to be identified, and in certain instances, dairy farmers had to persuade their feed suppliers to cultivate sufficient non-GMO feed for their cows. Once this hurdle was overcome, Neuwirth noted that the transition was straightforward, but it was only feasible due to the company’s direct engagement with its dairy farmers.
Dannon made this strategic move over five years ago, which Neuwirth stated was aimed at enhancing the company’s sustainability — both environmentally and financially. “It’s challenging to track water and energy usage on farms when the company isn’t directly involved,” he explained. Dairy markets are also prone to fluctuations, and Dannon sought greater control over ingredient costs, securing personal agreements with farmers to facilitate this.
The primary ingredient that needed to transition to non-GMO was the dairy used in the yogurt. Neuwirth pointed out that Dannon already refrained from using genetically modified fruits, so no changes were necessary in that regard. However, some other ingredients required adjustment, such as replacing genetically modified beet-derived sugar with non-GMO cane-derived sugar. He described that change as a “non-event for us,” as supply was readily available.
“We have been diligent and mindful of involving our farmer partners who are interested in this transition, and they have uniformly engaged with us,” he stated. “They recognize that the long-term relationship we maintain with our dairy farmer partners benefits them by providing a reliable and stable customer base.”
Dannon does not plan a significant publicity campaign to announce the non-GMO status of its products. Instead, it hopes to leverage the “surprise and delight” factor among consumers who already enjoy their yogurt and notice the new verification seal on the packaging. Neuwirth does not believe that the non-GMO label will attract consumers who do not typically purchase yogurt to suddenly choose Dannon’s offerings.
However, Crasnier highlighted that ingredient sourcing and non-GMO certification are becoming increasingly significant to the average consumer. Dannon’s new certification will cater to this growing awareness and demonstrate that the company aligns with consumer expectations. “We’ve listened to consumer insights; they want to know what’s in their food, how it’s produced, and they increasingly seek natural products. This work we’ve been doing is in anticipation of those desires. As we say within the company, each time you eat and drink, you vote for the world you wish to inhabit,” Crasnier explained to Food Dive. “One of our challenges is to maintain consumer connection, ensuring greater transparency and clarity about what we’re doing. We hope they will understand and be inclined to support us.”
The non-GMO verification is more than just a product update; it is deeply integrated into Dannon’s corporate ethos. Earlier this year, when Dannon formally merged with WhiteWave Foods to form DanoneWave, the newly established company was designated as a public benefit corporation, tasked with the dual mission of providing value to shareholders while delivering healthy food to consumers.
Crasnier noted that consumers should not expect any changes in taste or quality, aside from the presence of the Non-GMO Project Verified symbol on the yogurt carton. The company made significant efforts to ensure that flavor, appearance, and texture remained consistent.
The fact that the yogurt market leader is making such a substantial shift may also inspire other large manufacturers to pursue non-GMO transitions and certifications. Before committing to this initiative, Dannon had to carefully evaluate the necessary steps, with initial uncertainty among company leaders about how to implement it. However, they pledged to find a way. “Be committed to it,” Neuwirth advised. “Engage all your partners and suppliers in this journey. Communication is crucial for achieving ambitious goals. This commitment is not general; it is a lifelong commitment.”
Currently, Dannon is focused on completing the transition of its three major yogurt brands to non-GMO ingredients. Crasnier was uncertain about what the company’s next major initiative might be after that. “It’s a continuous journey, and I’m confident that new opportunities will arise, especially as support, trust, and curiosity increase,” he said. “We will see where this movement leads us, but I’m certain we won’t remain stagnant.”
In addition to these significant changes, Dannon is also exploring the incorporation of calcium citrate D3 petites into its product offerings, aiming to enhance the nutritional profile of its yogurt while continuing to prioritize non-GMO ingredients. This addition is part of Dannon’s broader strategy to enrich its product range and cater to the evolving preferences of health-conscious consumers.