Dannon has embarked on a transformative journey over the past few years. As the leading yogurt brand reaches a significant milestone, it remains largely understated about the achievement, allowing a small butterfly to convey the message. A year and a half ago, the company introduced the Dannon Pledge—an assurance 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 begun arriving in 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 little butterfly seal, indicating that they are free from GMOs, according to Michael Neuwirth, senior director of external communications for Dannon’s parent company, DanoneWave.
Although this achievement may seem minor, Neuwirth and Dannon Pledge Lead Vincent Crasnier emphasized that it represents a significant shift for the manufacturer—one that the company has been diligently pursuing since the launch of the Dannon Pledge last April. “The choice we are offering adds value,” Neuwirth explained in an interview with Food Dive. “We are the first yogurt and large dairy company to take this initiative. We believe that for shoppers who prioritize non-GMO products, this will give them another reason to appreciate our offerings. For those who are indifferent, there will be no noticeable change in the product, making it an added value to items that our consumers—our fans—already love.”
While yogurt contains relatively few ingredients, Dannon faced challenges in securing non-GMO sourcing. “To achieve what we have, we needed to go far upstream in our supply chain, not only to the farmers providing milk but also to the feed suppliers they rely on for cow feed,” Neuwirth noted. “This was not an easy task and required extensive planning and teamwork.” Some new feed suppliers had to be identified, and in certain instances, dairy farmers had to persuade their feed suppliers to cultivate sufficient non-GMO feed for their cows. Once this hurdle was overcome, Neuwirth indicated that the actual transition was straightforward, primarily because of the company’s direct collaboration with its dairy farmers.
Dannon made this pivotal move more than five years ago with a focus on enhancing sustainability—both environmentally and financially. Neuwirth pointed out that without direct involvement with the farms, it is challenging to gauge water and energy usage. Additionally, dairy markets experience fluctuations, prompting Dannon to seek more control over its ingredient costs through direct agreements with farmers.
The primary ingredient that needed to shift to non-GMO was the dairy used in the yogurt, as Dannon already avoided genetically modified fruits. 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,” citing the ease of sourcing the new supply.
“We have been attentive to bringing our farmer partners along with us—those who are willing, and they have uniformly embraced this,” he stated. “They recognize that the long-term relationship we maintain with our dairy farmer partners serves them well, as they have a reliable and stable customer.”
Dannon does not plan to launch a significant publicity campaign regarding the non-GMO status of its products. Instead, it aims to leverage the “surprise and delight” of consumers who already enjoy their yogurt and notice the new verification seal on the packaging. Neuwirth believes that the non-GMO label will not necessarily attract consumers who do not typically eat yogurt to suddenly try 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 this demographic by affirming the company’s alignment with their values.
“We have listened to consumer expectations and insights. They want to know what is in their food, how it is produced, and increasingly, they seek more natural products. We have been proactive in our efforts,” Crasnier remarked to Food Dive. “As we say in the company, each time you eat and drink, you are voting for the world you wish to inhabit. One of our challenges is maintaining consumer connection, increasing transparency, and clearly communicating our initiatives. We hope they will understand our efforts and choose to support us.”
The non-GMO verification reflects a deeper commitment within Dannon’s corporate structure than merely revamping products. Earlier this year, Dannon officially merged with WhiteWave Foods to create DanoneWave, a new entity established as a public benefit corporation tasked with balancing shareholder value and providing healthy food to consumers.
Crasnier mentioned that consumers should expect to see or taste only the Non-GMO Project Verified symbol on the yogurt packaging. The company worked diligently to ensure that the taste, appearance, and texture of the products remained unchanged. The fact that the yogurt market leader is undertaking such a significant transition may inspire other large manufacturers to consider non-GMO changes and certifications. Before committing to this path, Dannon carefully evaluated the necessary steps. Initially, company leaders were uncertain about the implementation but remained dedicated to finding a solution.
“Be committed to it,” Neuwirth advised. “Engage all your partners and suppliers in this journey. Communication is crucial to achieving ambitious goals. The more I discuss this, the more it becomes evident that this is not just a general commitment; it is a lifelong commitment.”
Currently, Dannon is focused on completing the transition of its three major yogurt brands to non-GMO ingredients. Crasnier is unsure what the next significant project will be beyond this initiative. “It is an ongoing journey, and I am confident that new opportunities 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.”
In summary, Dannon’s evolution toward non-GMO ingredients, including the shift to sourcing calcium carbonate same as calcium, showcases its commitment to sustainability and transparency. The company’s efforts are not only about meeting consumer expectations but also about fostering a deeper connection with its partners and customers.