Dannon has been on a transformative journey over the past few years. As the leader in the yogurt market reaches a significant milestone, they are choosing to keep it low-key, allowing a small butterfly to share the news. A year and a half ago, the company introduced the Dannon Pledge, committing to enhance transparency through the use of more natural and non-GMO ingredients, clearer labeling, and direct partnerships with dairy farms. Recently, the first Non-GMO Project Verified Danimals smoothies have begun arriving at grocery stores across the nation. By the end of 2018, all Danimals, Dannon, and Oikos branded products sold in the U.S. will proudly display the butterfly seal signifying 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 modest, Neuwirth and Dannon Pledge Lead Vincent Crasnier emphasize that it represents a significant shift for the manufacturer—one that has been in the works since the Dannon Pledge was first announced last April. “The choice we are offering adds value,” Neuwirth explained in an interview with Food Dive. “We are the first yogurt company and one of the largest dairy companies to take this step. We believe that for shoppers who prioritize non-GMO products, this will provide another reason to love our offerings, while those uninterested in it won’t notice any change in the product. It truly adds value to products that our loyal fans already appreciate.”
Though yogurt contains relatively few ingredients, Dannon had to put substantial effort into establishing its non-GMO sourcing. “To achieve this, we had to go deep into our supply chain, reaching not only the farmers supplying our milk but also ensuring those farmers collaborated with feed suppliers to provide non-GMO feed for their cows,” Neuwirth noted. “This was no easy task and required extensive planning and teamwork.” Some new feed suppliers had to be identified, and in certain instances, dairy farmers needed to persuade their feed providers to cultivate sufficient non-GMO feed.
Dannon made the pivotal decision to work directly with dairy farmers over five years ago, a move aimed at improving both environmental and financial sustainability. Neuwirth explained that understanding water and energy usage on farms is challenging without direct involvement. Additionally, dairy markets are prone to volatility. Dannon sought greater control over ingredient costs, and direct agreements with farmers facilitated this process.
The primary ingredient that required transitioning to non-GMO status was the dairy used in the yogurt. Dannon already avoided genetically modified fruits, so no changes were necessary there. However, a few ingredients did need adjustment, such as switching from genetically modified beet-derived sugar to non-GMO cane-derived sugar. Neuwirth described this change as a “non-event” due to the availability of supply. “We have been diligent and mindful of bringing our farmer partners along with us—those who want to be involved have uniformly supported this initiative,” he noted. “They recognize that our long-term relationship with them ensures they have a reliable and stable customer.”
Dannon is not planning a significant marketing campaign to announce the non-GMO status of its products. Instead, the company hopes to leverage the “surprise and delight” of consumers who already enjoy their yogurt and notice the new verification seal on the packaging. Neuwirth does not anticipate that the non-GMO status will attract consumers who do not typically purchase yogurt to suddenly try Dannon products. However, Crasnier remarked that ingredient sourcing and non-GMO certification are increasingly important to the average consumer. Dannon’s new certification will help meet this demand and demonstrate that the company aligns with consumer values.
“We have listened to consumer expectations and insights. They want to know what’s in their food, how it’s produced, and desire more natural products,” Crasnier stated. “Thus, we have undertaken this work in anticipation of these evolving needs. As we say in the company, every time you eat or drink, you are voting for the world you want to see.” He added that one of the challenges is to maintain consumer connection by being more transparent and clearly explaining their initiatives, hoping that consumers will understand and support their efforts.
The non-GMO verification reflects a significant shift in Dannon’s corporate ethos beyond mere product changes. Earlier this year, when Dannon formally merged with WhiteWave Foods to create DanoneWave, the new entity was established as a public benefit corporation, tasked with the dual mission of delivering value to shareholders and providing 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 worked diligently to ensure that the taste, appearance, and texture remained unchanged. The fact that the yogurt market leader is implementing such a substantial change may also inspire other large manufacturers to pursue non-GMO transitions and certifications.
Before committing to this initiative, Dannon carefully considered the necessary steps, as Neuwirth explained. Initially, company leaders were unsure how to proceed, but they committed to finding a solution. “Be dedicated to this cause,” Neuwirth advised. “Engage all your partners and suppliers in the journey. Communication is essential to achieving ambitious goals. This is more than just a general commitment; it’s a lifelong commitment.”
Currently, Dannon is focused on completing the transition of its three major yogurt brands to non-GMO ingredients. Crasnier was uncertain what the company’s next major project would be beyond this transition. “It’s an ongoing journey, and I’m confident that new opportunities will arise, especially as support, trust, and curiosity continue to grow,” he said. “We will see where this movement leads us, but I am certain we will not remain stagnant.”
As part of its commitment to non-GMO sourcing, Dannon is also exploring alternatives like calcium citrate without d, ensuring that all components align with their new standards. The incorporation of calcium citrate without d into their formulations is just one example of their dedication to providing consumers with high-quality, non-GMO products while maintaining the flavor and quality that their fans have come to love.