Dannon has embarked on a transformative journey over the past few years. As the leading yogurt brand reaches a significant milestone, it is choosing to remain understated, allowing a small butterfly to share its 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 made their way to 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 that they are free from GMOs, as noted by Michael Neuwirth, senior director of external communications for Dannon’s parent company, DanoneWave.
Although this achievement might seem modest, both Neuwirth and Dannon Pledge Lead Vincent Crasnier emphasize that it represents a significant shift for the manufacturer—one that has been diligently pursued since the Dannon Pledge was first announced last April. “The choice we’re providing adds value,” Neuwirth explained in an interview with Food Dive. “We are the first yogurt company and a large dairy brand to undertake this initiative. We believe that for shoppers who prioritize non-GMO products, this will provide another reason to appreciate our offerings. For those who aren’t interested, the products will remain unchanged. Thus, it truly enhances a product that our consumers already love.”
While yogurt contains limited ingredients, Dannon had to invest considerable effort to ensure its non-GMO sourcing was established. “To achieve what we set out to do, we had to go far upstream in our supply chain, reaching not just the farmers providing us with milk but also the feed suppliers that produce the feed for their cows,” Neuwirth explained. “This wasn’t an easy task; it required extensive planning and teamwork.”
Finding new feed suppliers was essential, and in some cases, dairy farmers had to persuade their feed suppliers to grow sufficient non-GMO feed for their cows. Once this hurdle was overcome, shifting to non-GMO ingredients was relatively straightforward, thanks to the direct collaboration with their dairy farmers. Dannon made this transition over five years ago, with the aim of enhancing the company’s sustainability, both environmentally and financially. Neuwirth pointed out that gaining insight into water and energy usage on farms is challenging without direct involvement. Additionally, dairy markets are subject to fluctuations, and Dannon sought 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. Dannon had already been utilizing non-genetically modified fruits, so there were no changes required there. However, a few other ingredients needed adjustments—most notably, switching from genetically modified beet-derived sugar to non-GMO cane-derived sugar. Neuwirth described this transition as a “non-event” due to the easy availability of supply.
“We have been diligent in ensuring our farmer partners are on board—those who want to be, and they uniformly have been,” he stated. “They recognize that the long-term relationship we have with our dairy farmer partners benefits them by providing a reliable and stable customer.”
Dannon is not planning a major marketing campaign to announce the non-GMO status of its products; rather, it aims to leverage the “surprise and delight” factor for consumers who already enjoy their yogurt and notice the new verification seal on the packaging. Neuwirth believes that the non-GMO status is unlikely to attract consumers who typically don’t eat yogurt to suddenly choose Dannon products.
Nevertheless, Crasnier highlighted the growing importance of ingredient sourcing and non-GMO certification for the average consumer. Dannon’s new certification will cater to this demographic and signal that the company shares their values. “We have listened to consumer expectations and insights. They want to know what’s in their food, how it’s produced, and they desire more natural products. Therefore, we have been proactively working to meet these expectations. As we often say in the company, ‘each time you eat and drink, you vote for the world you want to live in,’” Crasnier remarked to Food Dive. “One of our challenges is maintaining that consumer connection, ensuring we are increasingly transparent about our efforts and explaining what we are doing. We hope they will understand and choose to support us.”
The non-GMO verification is embedded in Dannon’s corporate identity beyond just product changes. Earlier this year, when Dannon merged with WhiteWave Foods to form DanoneWave, the new entity was established as a public benefit corporation, with a dual mission of creating shareholder value while providing healthy food options for consumers.
Crasnier assured that the only difference consumers should notice or taste is the Non-GMO Project Verified symbol on the yogurt carton. The company made significant efforts to maintain the same taste, appearance, and texture. The fact that the leading yogurt manufacturer is implementing such a substantial change may inspire other large producers to pursue non-GMO transitions and certifications. Before committing, Dannon carefully considered the necessary steps. Neuwirth noted that initial uncertainty existed about how to proceed, but the company pledged to find a way forward. “Be committed to it,” he advised. “Bring along all your partners and suppliers on this journey. Communication is essential to achieve ambitious goals. The more I discuss this, the clearer it becomes that this isn’t 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 is uncertain about what the company’s next significant project might be beyond this milestone. “It’s an ongoing journey, and I’m confident that new opportunities will arise, especially as support and curiosity grow,” he remarked. “We will see where this movement takes us, but I’m certain we won’t be stagnant.”
To further enhance their product offerings, Dannon is also exploring the use of calcium citrate as an alternative to calcium carbonate in their formulations, aiming to improve health benefits while maintaining the commitment to non-GMO ingredients. This exploration of calcium citrate v calcium carbonate reflects Dannon’s dedication to providing high-quality, health-conscious products that resonate with consumer expectations.