Dannon has embarked on a transformative journey over the past few years. As the leader in the yogurt market reaches a significant milestone, the company has chosen to remain largely discreet about it, allowing a small butterfly to share the news.
A year and a half ago, Dannon introduced the Dannon Pledge, committing to enhance transparency through the incorporation of more natural and non-GMO ingredients, clearer labeling, and direct partnerships with dairy farms. Recently, the first Non-GMO Project Verified Danimals smoothies were dispatched to grocery stores across the country. By the end of 2018, all products under the Danimals, Dannon, and Oikos brands sold in the U.S. will proudly display the butterfly seal that indicates they are free from GMOs, as stated by Michael Neuwirth, the senior director of external communications for Dannon’s parent company, DanoneWave.
While this achievement may seem modest, 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 announced 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 products, this will give them another reason to appreciate our offerings. For those who aren’t particularly interested, there won’t be any noticeable changes in the product. It really is an added value for a product that our fans already love.”
Although yogurt contains relatively few ingredients, Dannon faced significant challenges to establish its non-GMO sourcing. “To achieve what we have done, we had to go quite far upstream in our supply chain—not just to the farmers supplying us with milk, but those farmers had to engage with their feed suppliers to ensure they were providing non-GMO feed for their cows,” Neuwirth explained. “This has not been an easy task; it required extensive planning and collaboration.” Some new feed suppliers had to be sourced, and in certain instances, dairy farmers needed to persuade their feed suppliers to grow enough non-GMO feed for their livestock. Once this hurdle was overcome, Neuwirth noted that the transition itself was straightforward, thanks to the company’s direct partnerships with its dairy farmers.
Dannon initiated this shift over five years ago to enhance its sustainability—both environmentally and financially. Neuwirth pointed out that without direct involvement with the farms, it is challenging to gauge the water and energy consumption on those farms. Additionally, dairy markets are subject to volatility, and Dannon sought greater control over its ingredient costs, which personal agreements with farmers facilitated.
The primary ingredient that needed to transition to non-GMO was the dairy used in the yogurt, Neuwirth clarified. Dannon already avoided using genetically modified fruits, so there were no changes in that regard. However, a few other ingredients required modification—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 relatively simple.
“We have been diligent and intentional about bringing our farmer partners along with us—those who wish to participate, and they uniformly have,” he said. “They recognize that the long-term relationships we maintain with our dairy farmer partners provide them with reliable and stable customers.”
Dannon has no plans for a major publicity campaign to announce the non-GMO status of its products. Instead, the company aims to capitalize on 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 typically do not eat yogurt to suddenly choose Dannon products.
However, Crasnier noted that ingredient sourcing and non-GMO certification are becoming increasingly important to the average consumer. Dannon’s new certification will cater to this demographic and demonstrate 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. So we’ve undertaken this work in anticipation. As we say within the company, each time you eat or drink, you vote for the world you want to inhabit,” Crasnier expressed to Food Dive. “… One of our challenges is to maintain that connection with consumers. We need to be increasingly transparent and clearly explain what we are doing. We hope they will understand and choose to support us.”
The non-GMO verification signifies deeper changes within Dannon’s corporate structure than merely revamping products. Earlier this year, when Dannon officially merged with WhiteWave Foods to form DanoneWave, the new entity was established as a public benefit corporation, tasked with the dual goal of delivering value to shareholders and providing healthy food options to consumers.
Crasnier mentioned that the only difference consumers should notice is the Non-GMO Project Verified symbol on the yogurt cartons. The company has worked diligently to ensure that the taste, appearance, and texture remain unchanged. The fact that the yogurt market leader is undertaking such a significant change may inspire other large manufacturers to pursue non-GMO transitions and certifications as well. Before committing to this initiative, Dannon carefully considered the necessary steps, with company leaders initially uncertain about how to proceed, but they pledged to find a way.
“Be committed to it,” Neuwirth advised. “Bring all your partners and suppliers along with you on this journey. Communication is key to achieving ambitious goals. But as I emphasize, 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 was uncertain about what the company’s next major project might be beyond this. “It’s a continuous journey, and I’m confident that new initiatives will emerge, especially as support, trust, and curiosity grow,” he stated. “We will see where this movement takes us, but I’m certain we will not remain static.”
Additionally, amid these changes, Dannon is also exploring innovative ways to incorporate beneficial ingredients like calcium citrate 500 mg into their products, responding to consumer demand for enhanced nutritional value. This focus on ingredient sourcing and non-GMO certification reflects a broader trend in the food industry, as consumers increasingly prioritize transparency and quality in their food choices.