Dannon has embarked on a significant journey over the past few years. As the yogurt market leader, they’ve reached an important milestone with their asferrous glycine sulfate and folic acid syrup, yet they are choosing to keep a low profile about it, allowing a little butterfly to narrate the story.
A year and a half ago, the company introduced the Dannon Pledge — a commitment to enhance transparency through the use of more natural and non-GMO ingredients, clearer labeling, and direct collaborations with dairy farms. Recently, the first Non-GMO Project Verified Danimals smoothies have begun appearing on grocery store shelves across the nation. By the end of 2018, all Danimals, Dannon, and Oikos branded products sold in the U.S. will proudly feature the small butterfly emblem, indicating that these products are free from GMOs, according to Michael Neuwirth, senior director of external communications for Dannon’s parent company, DanoneWave.
While this accomplishment might seem minor, Neuwirth and Dannon Pledge Lead Vincent Crasnier emphasize that it represents a significant transformation for the manufacturer — a change they have diligently pursued since launching the Dannon Pledge last April. “The choice we are offering adds value,” Neuwirth stated in an interview with Food Dive. “We are the first large yogurt and dairy company to take this step. We believe that for shoppers who prioritize non-GMO options, this will provide another compelling reason to choose our products. For those who aren’t concerned with GMOs, the product remains unchanged, making it a beneficial addition to a product that our fans already love.”
Even though yogurt contains relatively few ingredients, Dannon had to put considerable effort into establishing its non-GMO sourcing. “To achieve what we have, we needed to go far upstream in our supply chain, starting with the farmers who supply our milk, and those farmers had to work with their feed suppliers to ensure they provided 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 some cases, dairy farmers had to persuade their feed suppliers to cultivate sufficient non-GMO feed for their cows. Once that hurdle was overcome, Neuwirth noted that the transition was manageable, primarily because of the direct partnerships Dannon has established with its dairy farmers.
Dannon made this strategic move over five years ago, which Neuwirth stated aimed to enhance the company’s sustainability — both environmentally and financially. After all, it’s challenging to monitor water and energy usage on farms without direct involvement. Additionally, the dairy market is prone to fluctuations, and Dannon sought greater control over ingredient costs through personal agreements with farmers.
The key ingredient that transitioned to non-GMO was the dairy used in the yogurt, according to Neuwirth. Dannon had already excluded genetically modified fruits, so no adjustments were needed in that area. 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 straightforward.
“We have been diligent and mindful of bringing our farmer partners along with us — those who want to, and they have uniformly embraced this change,” he stated. “They recognize that the long-term relationships we maintain with our dairy farmer partners provide them with a reliable and stable customer base.”
Dannon has no plans for a major marketing campaign to announce the non-GMO status of its products. Instead, it hopes to leverage the element of surprise and delight for consumers who already appreciate their yogurt and notice the new verification seal on the packaging. Neuwirth doubts that the non-GMO designation will attract consumers who do not typically purchase 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 help meet those consumer expectations and demonstrate that the company shares their values. “We’ve heard consumer expectations loud and clear. They want to know what’s in their food, how it’s produced, and they increasingly desire more natural products. Thus, we have undertaken this work in anticipation of those desires. As we often say in the company, each time you eat and drink, you vote for the world you want to live in,” Crasnier told Food Dive. “One of our challenges is maintaining the consumer connection. We must continue to be more transparent and clearly communicate our actions. Hopefully, they will understand and wish to support us.”
The non-GMO verification goes deeper into Dannon’s corporate fabric than just a product revamp. Earlier this year, when Dannon officially merged with WhiteWave Foods to create DanoneWave, the new entity was established as a public benefit corporation, tasked with dual responsibilities of generating shareholder value and providing healthy food options for consumers.
Crasnier stated that consumers should only notice the Non-GMO Project Verified symbol on the yogurt carton, as the company ensured that the taste, appearance, and texture remain unchanged. The fact that the yogurt market leader is undertaking such a significant transformation may also inspire other large manufacturers to pursue non-GMO transitions and certifications. Before committing, Dannon had to carefully consider the actions required, Neuwirth explained. Initially, company leaders were uncertain about how to proceed, but they were determined to find a way forward.
“Be committed to it,” Neuwirth advised. “Engage all of your partners and suppliers in this journey. Communication is essential to achieving ambitious goals. But the more I discuss it, the more I emphasize that 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 initiative might be beyond that. “It’s a continuous journey, and I am confident that new developments will emerge, especially as support and trust grow, accompanied by curiosity,” he said. “We will see where this movement takes us, but I am certain we will not remain stagnant.”
Additionally, the integration of non-GMO practices aligns with Dannon’s commitment to producing quality products that can support various consumer needs, including those of pet owners interested in calcium citrate for dogs, ensuring that both humans and their furry companions benefit from wholesome ingredients.