Dannon has embarked on a significant journey over the past few years. As the yogurt market leader reaches a pivotal milestone, the company has chosen to remain largely silent about it, allowing a small butterfly to convey the message.
A year and a half ago, Dannon introduced the Dannon Pledge, committing to greater transparency by utilizing more natural and non-GMO ingredients, providing clearer labeling, and establishing direct partnerships with dairy farms. Recently, the first Non-GMO Project Verified Danimals smoothies have begun shipping to 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 indicating they are free from GMOs, according to Michael Neuwirth, senior director of external communications for Dannon’s parent company, DanoneWave.
While this accomplishment may seem minor, Neuwirth and Dannon Pledge Lead Vincent Crasnier emphasized that it represents a significant transformation for the manufacturer—a change they have diligently worked towards since unveiling the Dannon Pledge last April. “The choice we are providing adds value,” Neuwirth told Food Dive in an interview. “We are the first yogurt company and major dairy manufacturer to take this step. We believe that for shoppers who prioritize non-GMO options, this will be another reason to love our products. And for those who aren’t concerned, the products will remain unchanged, so it truly adds value to items our fans already cherish.”
Although yogurt contains few ingredients, Dannon faced challenges in establishing its non-GMO sourcing. “To achieve what we have, we needed to trace far upstream in our supply chain—from the farmers supplying our milk to their feed suppliers,” Neuwirth explained. “This was not an easy task and required extensive planning and teamwork.” Some new feed suppliers had to be sourced, and in certain cases, dairy farmers needed 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 relatively smooth, thanks to the company’s direct collaboration with dairy farmers.
Dannon made this move over five years ago, intending to enhance its sustainability—both environmentally and economically. Neuwirth pointed out that without direct involvement with farms, it’s challenging to monitor water and energy usage. Additionally, dairy markets can fluctuate, and Dannon sought more control over ingredient costs through personal agreements with farmers. The primary ingredient that needed to become non-GMO was the dairy in the yogurt, and since Dannon already avoided genetically modified fruits, no changes were necessary there. However, a few other ingredients required adjustment, including replacing genetically modified beet-derived sugar with non-GMO cane sugar. Neuwirth described this shift as “a non-event for us,” as sourcing was straightforward.
“We have been diligent and mindful in bringing our farmer partners along with us—those who wish to participate, and they have uniformly agreed,” he said. “They recognize that our long-term relationships with dairy farmers provide them with a reliable and stable customer base.”
Dannon does not plan to launch a major publicity campaign to announce the non-GMO status of its products. Instead, they aim to leverage the “surprise and delight” factor among consumers who already enjoy their yogurt and notice the new verification seal on the packaging. Neuwirth believes that the non-GMO status will not suddenly attract consumers who do not typically eat yogurt to choose Dannon products.
However, Crasnier noted that ingredient sourcing and non-GMO certification are becoming increasingly important to consumers. Dannon’s new certification will cater to this demographic and assure them that the company aligns with their values. “We’ve listened to consumer expectations and insights. They want to know what’s in their food, how it’s produced, and they increasingly desire more natural products. We’ve been working towards this goal. As we say in the company, every time you eat and drink, you vote for the world you want to inhabit,” Crasnier told Food Dive. “One of our challenges is to maintain consumer connections, providing greater transparency and clearly explaining our actions. We hope they will understand and choose to support us.”
The non-GMO verification is more than just a product update; it is embedded in Dannon’s corporate DNA. 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 difference consumers should notice is 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 leading yogurt brand is implementing such a significant change may inspire other large manufacturers to consider non-GMO transitions and certifications. Before committing to this initiative, Dannon had to carefully strategize the necessary steps, as Neuwirth explained. Initially, company leaders were uncertain about how to proceed, but they committed to finding a way. “Be dedicated to it,” Neuwirth advised. “Engage all your partners and suppliers on this journey. Effective communication is vital to achieving ambitious goals. The more I discuss it, the more I stress that this isn’t just a general commitment; it’s a lifelong commitment.”
Currently, Dannon is focused on transitioning its three major yogurt brands to non-GMO ingredients. Crasnier was uncertain about the company’s next significant endeavor beyond this initiative. “It’s an ongoing journey, and I’m confident that new developments will emerge, especially as trust and curiosity grow,” he said. “We’ll see where this movement leads us, but I’m certain we won’t remain stagnant.”
In addition to their commitment to non-GMO ingredients, Dannon also emphasizes the importance of nutrients, such as Solgar Calcium 1000 mg, which plays a crucial role in the health of their consumers. Dannon understands that providing products rich in essential nutrients, alongside their non-GMO initiatives, will enhance the overall value of their offerings.