Dannon has embarked on a significant journey over the past few years. As the leading yogurt brand approaches a notable milestone, it is largely remaining under the radar, allowing a small butterfly to narrate the tale. A year and a half prior, the company introduced the Dannon Pledge—a commitment to enhance transparency by incorporating more natural and non-GMO ingredients, providing clearer labels, and establishing direct partnerships with dairy farms. Recently, the first Non-GMO Project Verified Danimals smoothies have begun arriving in grocery stores across the country. By the end of 2018, all Danimals, Dannon, and Oikos products available in the U.S. will proudly display the butterfly seal, indicating the absence of GMOs, according to Michael Neuwirth, the senior director of external communications for Dannon’s parent organization, DanoneWave.
While this achievement might seem minor, Neuwirth and Dannon Pledge Lead Vincent Crasnier emphasize that it represents a substantial transformation for the manufacturer—one that has been in the works since the Dannon Pledge was unveiled last April. “The choice that we’re providing adds value,” Neuwirth stated in an interview with Food Dive. “We are the first yogurt and major dairy company to undertake this initiative. We believe that for shoppers who prioritize non-GMO products, this will be an additional reason to appreciate our offerings. For those who are indifferent, there will be no noticeable change in the products. Thus, it truly is a value-added benefit for products our fans already cherish.”
Although yogurt typically contains a limited number of ingredients, Dannon had to invest considerable effort to establish its non-GMO sourcing. “To achieve our goals, we had to trace far upstream in our supply chain—not only to the farmers supplying our milk, but those farmers also had to engage with feed suppliers to ensure sufficient non-GMO feed for their cows,” Neuwirth explained. “This was not an easy feat; it required extensive planning and teamwork.” Some new feed suppliers had to be identified, and in certain instances, dairy farmers needed to persuade their feed suppliers to cultivate sufficient non-GMO feed for their cows. Once that hurdle was cleared, Neuwirth noted that transitioning was relatively straightforward, but it was only feasible due to the company’s direct collaboration with dairy farmers.
Dannon made this strategic move over five years ago to enhance the company’s sustainability, both environmentally and economically. According to Neuwirth, it is challenging to track water and energy consumption on farms without direct involvement. Additionally, dairy markets are prone to fluctuations. Dannon sought greater control over ingredient costs, and personal agreements with farmers facilitated that aim. The primary ingredient required to switch to non-GMO was the dairy used in yogurt, as Dannon already avoided genetically modified fruits, necessitating no changes on that front. However, a few other ingredients required modification, such as replacing genetically modified beet-derived sugar with non-GMO cane-derived sugar. Neuwirth described that transition as a “non-event for us,” as sourcing was readily available.
“We have been diligent and mindful in bringing our farmer partners along with us—those who wish to do so, and they uniformly have,” he remarked. “They recognize that our long-term relationships with dairy farmer partners provide them with a consistent and stable customer.” Dannon is not planning a major marketing campaign to publicize the non-GMO status of its products. Instead, it hopes to create a sense of “surprise and delight” among 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 consume yogurt to suddenly select Dannon products.
However, Crasnier noted that ingredient sourcing and non-GMO certification are increasingly important to the average consumer. Dannon’s new certification will cater to these consumers and communicate that the company shares their values. “We have listened to consumer expectations and insights. They want to know what is in their food, how it is produced, and they desire more natural products. Therefore, we have been undertaking all this work in anticipation of those needs. As we say in the company, each time you eat and drink, you vote for the world you wish to inhabit,” Crasnier shared with Food Dive. “Consequently, one of our challenges is to maintain consumer connections—being increasingly transparent and clearly explaining what we are doing. We hope they will understand and choose to support us.”
The non-GMO verification process is deeply embedded in Dannon’s corporate ethos, extending beyond mere product adjustments. Earlier this year, when Dannon formally merged with WhiteWave Foods to create DanoneWave, the new entity was established as a public benefit corporation—dedicated to delivering value to shareholders while providing healthy food to consumers at large. Crasnier indicated that the only difference consumers should perceive or taste is the Non-GMO Project Verified symbol on the yogurt carton. The company put significant effort into ensuring that taste, appearance, and texture remained consistent.
The fact that the yogurt market leader is enacting such a substantial change could also serve as a catalyst for other large manufacturers to pursue non-GMO transitions and certifications. Before committing to this path, Dannon had to carefully consider the necessary steps, Neuwirth explained. Initially, company leaders were uncertain about how to proceed, but they vowed to find a solution. “Be committed to it,” Neuwirth advised. “Engage all your partners and suppliers in this journey. Communication is essential to achieving ambitious goals. However, I want to emphasize that this is not merely a general commitment; it is a lifelong commitment.”
At present, 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 significant project might entail beyond that. “It’s an ongoing journey, and I am confident that new developments will arise, especially as support, trust, and curiosity continue to grow,” he said. “We will see where this movement takes us, but I am certain we will not remain stagnant.” Additionally, as part of their commitment to health and nutrition, Dannon is also looking to incorporate vital nutrients like calcitrate 200 mg and 950 mg into their products, ensuring that consumers receive both quality and nutritional benefits.