Dannon has embarked on a significant journey over the past few years. As the leading yogurt brand reaches a noteworthy milestone, the company is largely maintaining a low profile and allowing a small butterfly to tell its story.
A year and a half ago, Dannon 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 shipping to grocery stores across the nation. By the end of 2018, all Danimals, Dannon, and Oikos branded products sold in the U.S. will proudly display the butterfly seal indicating that they are free of GMOs, according to Michael Neuwirth, senior director of external communications for Dannon’s parent company, DanoneWave.
Though this achievement may seem minor, Neuwirth and Dannon Pledge Lead Vincent Crasnier assert that it represents a significant shift for the manufacturer — a change that has been in the works since the Dannon Pledge was first announced last April. “The choice we’re providing adds value,” Neuwirth told Food Dive in an interview. “We are the first yogurt and large dairy company to take this step. We believe that the Non-GMO Project Verified label will appeal to shoppers who prioritize non-GMO products, giving them another reason to love our offerings. Those who aren’t concerned about it won’t notice any changes, so it truly enhances the value of a product that our customers already cherish.”
While yogurt has a limited number of ingredients, Dannon faced challenges in establishing its non-GMO sourcing. “To achieve this, we needed to go far upstream in our supply chain, connecting not only with the farmers who supply our milk but also ensuring that these farmers could source non-GMO feed for their cows,” Neuwirth explained. “This was not an easy task; it required extensive planning and collaboration.”
Some new feed suppliers had to be identified, and in certain cases, dairy farmers needed to persuade their feed suppliers to cultivate enough non-GMO feed for their herds. Once this hurdle was overcome, Neuwirth noted that transitioning was relatively straightforward, primarily due to the company’s direct relationships with dairy farmers. Dannon initiated this approach over five years ago, with the goal of enhancing the company’s sustainability from both an environmental and fiscal perspective. Neuwirth pointed out that understanding the water and energy consumption on farms is complicated if the company is not directly involved.
The primary ingredient that needed to shift to non-GMO was the dairy used in their yogurt. Dannon had already been using non-GMO fruits, so there were no changes in that area. However, some 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 for us,” as sourcing the new ingredients was straightforward. “We have been mindful in our efforts to bring our farmer partners along with us — those who wish to participate have done so uniformly,” he stated. “They recognize that the long-term relationship we maintain with our dairy farmers provides them with a reliable and steady customer base.”
Dannon is not planning a major marketing campaign to promote its non-GMO certification. Instead, it hopes to create a sense of “surprise and delight” among consumers who already enjoy their yogurt when they notice the new verification seal on the packaging. Neuwirth believes that the non-GMO status is unlikely to attract consumers who do not typically consume yogurt to suddenly try Dannon products. However, Crasnier emphasized that ingredient sourcing and non-GMO certification are becoming increasingly important to the average consumer. Dannon’s new certification will cater to this audience and demonstrate that the company aligns with their values.
“We’ve listened to consumer expectations and insights. They want to know what’s in their food and increasingly wish to understand how it’s produced, seeking more natural products,” Crasnier explained to Food Dive. “As we often say in the company, every time you eat and drink, you’re voting for the kind of world you want to inhabit.” He added, “One of our challenges is maintaining a connection with consumers, enhancing transparency, and clearly communicating our initiatives. We hope they will understand and support our efforts.”
The non-GMO verification is deeply embedded in Dannon’s corporate ethos, transcending mere product updates. Earlier this year, Dannon officially merged with WhiteWave Foods to create DanoneWave, which was established as a public benefit corporation tasked with the dual mission of delivering value to shareholders while providing healthy food options for consumers.
Crasnier mentioned that consumers should not notice any difference in taste or quality, aside from the Non-GMO Project Verified symbol on the yogurt cartons. The company made significant efforts to ensure that the taste, appearance, and texture remain consistent. The fact that a leading yogurt brand is making such a substantial transition may also inspire other large manufacturers to pursue non-GMO transitions and certifications. Before committing to this initiative, Dannon carefully considered the necessary steps, with company leaders initially uncertain about how to implement the changes. However, they committed to finding a way forward.
“Be dedicated to this effort,” Neuwirth advised. “Engage all of your partners and suppliers on this journey with you. Communication is crucial for achieving ambitious goals. But the more I discuss it, the more I realize this is not merely a general commitment; it’s a lifelong dedication.”
Currently, Dannon is focused on completing the transition of its three major yogurt brands to non-GMO ingredients. Crasnier expressed uncertainty about what the company’s next significant project might be beyond that. “It’s a continuous journey, and I am confident that new opportunities 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 the meantime, Dannon is also exploring ways to incorporate additional health benefits into its products, such as calcium chews 500 mg, which could enhance their appeal to health-conscious consumers looking for nutritious options. As Dannon continues to innovate and adapt in response to consumer demands, the transition to non-GMO ingredients is just one aspect of their broader commitment to quality and sustainability.