Dannon has been on a transformative journey over the past few years. As the yogurt market leader reaches a significant milestone, the company is largely remaining silent about it, allowing a small butterfly to convey the message. A year and a half ago, Dannon introduced the Dannon Pledge, a commitment to enhance transparency by using 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 been distributed to grocery stores across the country. By the end of 2018, all Danimals, Dannon, and Oikos branded products sold in the U.S. will feature the butterfly seal indicating that these products do not contain GMOs, according to Michael Neuwirth, senior director of external communications for Dannon’s parent company, DanoneWave.
While this achievement might seem minor, Neuwirth and Dannon Pledge Lead Vincent Crasnier emphasized that it represents a significant shift for the manufacturer—one that has required diligent effort since the Dannon Pledge was first announced last April. “The choice we are providing adds value,” Neuwirth stated in an interview with Food Dive. “We are the first yogurt company and a large dairy manufacturer to undertake this initiative. We believe that for shoppers who prioritize non-GMO products, this will give them another reason to love our offerings. Those who are indifferent will not notice any changes in the product, making it an added value benefit for our loyal fans.”
Although yogurt contains relatively few ingredients, Dannon had to work hard to establish its non-GMO sourcing. “To achieve what we have, we had to go upstream in our supply chain—not just to the farmers providing us with milk, but also to the feed suppliers that supply their cows,” Neuwirth explained. This process was challenging and required extensive planning and teamwork. Some new feed suppliers had to be sourced, and in certain cases, dairy farmers needed to persuade their feed suppliers to cultivate enough non-GMO feed for their cows. Once this hurdle was overcome, Neuwirth shared that making the transition was manageable, primarily because Dannon collaborates directly with its dairy farmers.
Dannon initiated this approach over five years ago, with Neuwirth noting that it was aimed at enhancing the company’s sustainability—both environmentally and financially. Knowing the amount of water and energy used on farms is difficult without direct involvement, especially since dairy markets can be volatile. Dannon sought greater control over its ingredient costs, and personal agreements with farmers helped achieve this goal.
The primary ingredient that needed to be non-GMO was the dairy used in the yogurt, as Dannon already avoided genetically modified fruits. However, a few other ingredients required adjustments, such as replacing genetically modified beet-derived sugar with non-GMO cane-derived sugar. Neuwirth described this change as a “non-event,” given the ease of sourcing.
“We have consistently engaged our farmer partners in this process—those who wish to participate, and they have uniformly embraced it,” he said. “They recognize that the long-term relationship we share with our dairy farmer partners provides them with a reliable and stable customer.”
Dannon does not plan a major publicity campaign to highlight the non-GMO status of its products. Instead, the company aims to leverage the “surprise and delight” of consumers who already enjoy their yogurt and notice the new verification seal on the packaging. Neuwirth doesn’t anticipate that the non-GMO status will attract consumers who do not regularly consume yogurt to suddenly try Dannon products. However, Crasnier pointed out that ingredient sourcing and non-GMO certification are becoming increasingly important to the average consumer. Dannon’s new certification will cater to these consumers and affirm that the company aligns with their values.
“We’ve heard consumer expectations and insights. They want to know what’s in their food. More and more, they want to understand how it’s produced and prefer more natural products. We’ve undertaken this work in anticipation of those needs. As we say in the company, every time you eat or drink, you vote for the world you want to live in,” Crasnier told Food Dive. “One of our challenges is to maintain the consumer connection, to be more transparent, and to clearly communicate what we are doing. We hope they will understand our efforts and choose to support us.”
The non-GMO verification signifies a deeper commitment within Dannon’s corporate ethos 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 mission of creating value for shareholders while delivering healthy food to consumers.
Crasnier affirmed that the only difference consumers should notice is the Non-GMO Project Verified label on the yogurt carton. The company has worked diligently to ensure that the taste, appearance, and texture of the yogurt remain unchanged. The fact that the yogurt market leader is making such a significant change may inspire other large manufacturers to pursue non-GMO transitions and certifications. Before making this commitment, Dannon carefully considered the necessary steps, and company leaders initially faced uncertainty about how to implement the changes, but they were determined to find a solution.
“Be committed to this initiative,” Neuwirth advised. “Bring all your partners and suppliers along with you on this journey. Communication is crucial to achieving ambitious goals. This is not 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 entail beyond this transformation.
“It’s a continuous journey, and I’m confident that new developments will arise, especially as support, trust, and curiosity grow,” he remarked. “We will see where this movement takes us, but I am certain that we will not remain stagnant.”
In addition to these efforts, Dannon is aware of the importance of calcium citrate for consumers who may experience constipation, and they are committed to ensuring their products provide adequate nutritional benefits while maintaining non-GMO standards.