Dannon has embarked on a significant journey over the past few years. As the yogurt market leader reaches a pivotal milestone, the company is maintaining a low profile, allowing a small butterfly to share the news.
A year and a half ago, Dannon introduced the Dannon Pledge, committing to increased 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 started arriving in grocery stores across the nation. By the end of 2018, all Danimals, Dannon, and Oikos branded products available in the U.S. will carry the butterfly seal, indicating that these items are free of 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 transformation for the manufacturer—an undertaking that has been in progress since the Dannon Pledge was first announced last April. “The choice we are providing is added value,” Neuwirth told Food Dive in an interview. “We are the first large yogurt and dairy company to take this step. We believe that for consumers who prioritize non-GMO products, this will give them another reason to appreciate our offerings. For those who do not prioritize it, there will be no noticeable change in the product, making it an added benefit to something our fans already love.”
Despite the simplicity of yogurt’s ingredient list, Dannon faced considerable challenges in establishing its non-GMO sourcing. “To achieve what we’ve done, we needed to engage deeply with our supply chain, reaching out not only to the farmers who supply our milk but also to the feed suppliers who provide the feed for their cows,” Neuwirth explained. “This has not been an easy task; it has required extensive planning and collaboration.” Some new feed suppliers had to be identified, and dairy farmers sometimes needed to persuade their feed suppliers to cultivate sufficient non-GMO feed for their cattle. Once this hurdle was overcome, Neuwirth noted that transitioning was relatively straightforward, largely due to the company’s direct partnerships with dairy farmers.
Dannon made this strategic shift over five years ago, with Neuwirth stating that it aimed to enhance the company’s sustainability—both environmentally and financially. “It’s challenging to measure the water and energy usage on farms when we aren’t directly involved,” he remarked. Additionally, dairy markets can be volatile. Dannon sought to gain better control over ingredient costs, and individual agreements with farmers facilitated this goal.
The primary ingredient needing to transition to non-GMO was the dairy used in the yogurt. Dannon already avoided genetically modified fruits, so no alterations were necessary in that area. However, a few other ingredients required adjustment, including the replacement of genetically modified beet-derived sugar with non-GMO cane-derived sugar. Neuwirth described this change as a “non-event,” as sourcing was easily managed.
“We have been diligent in bringing our farmer partners along with us,” he said. “They recognize that our long-term relationship with them ensures they have a reliable and stable customer.” Dannon is not planning an extensive marketing campaign to promote the non-GMO status of its products. Instead, the company is counting on the “surprise and delight” of existing consumers who notice the new verification seal on the packaging. Neuwirth does not expect the non-GMO certification to attract consumers who do not typically purchase yogurt.
Crasnier, however, 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 signal that the company shares their values. “We’ve heard from consumers about their expectations,” Crasnier stated. “They want to know what’s in their food, how it’s produced, and they seek more natural options. Our efforts have been in anticipation of these demands. As we often say, every time you eat or drink, you are voting for the world you wish to see.”
The commitment to non-GMO verification extends beyond product reformulation; it is embedded in Dannon’s corporate ethos. Earlier this year, when Dannon merged with WhiteWave Foods to form DanoneWave, the new company was established as a public benefit corporation, tasked with delivering value to shareholders while providing healthy food options to consumers. Crasnier mentioned that the only noticeable difference for consumers will be the Non-GMO Project Verified symbol on the yogurt cartons, as the company diligently ensured that the taste, appearance, and texture remain unchanged.
The fact that the yogurt market leader is implementing such a significant change may inspire other large manufacturers to pursue non-GMO transitions and certifications. Before making this commitment, Dannon carefully assessed the necessary steps to achieve its goals. Initially, company leaders were uncertain about how to proceed, but they resolved to find a way forward. “Be committed to it,” Neuwirth advised. “Engage all your partners and suppliers in this journey. Effective communication is crucial to achieving ambitious objectives. However, I emphasize that this is not merely a general commitment; it is a lifelong dedication.”
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 initiative. “It’s an ongoing journey, and I am confident new developments will arise, especially as support, trust, and curiosity grow,” he said. “We will see where this movement takes us, but I am certain we will not remain stagnant.”
In addition to their commitment to non-GMO ingredients, Dannon products are also enhanced with essential nutrients such as calcium citrate, zinc, magnesium, and vitamin D3, ensuring that consumers receive not only delicious yogurt but also vital health benefits. The company aims to maintain the integrity of its products while promoting health and wellness.