Today, Danone launches a new product range which caters to increasing calls from shoppers for food brands to create simple, sustainable products that align with their personal values. The launch brings the Danone brand name to a product range for the first time in the UK.

New research by Danone[i] has shown that modern families are suffering from food label ‘fatigue’ and are tired of purchasing products with too many listed ingredients. Almost three quarters (72%) of millennial families want products with simple ingredients that they have heard of and 81% are calling for clear and simple labelling of products to help inform their purchases.

Additional findings from the research suggest that around seven in ten (68%) millennials say it is important for food brands to align with their own ethics and values – comparing to just over half (55%) of shoppers aged 65+. Almost one in five (18%) millennials have shopped around to find a more ethical or sustainable alternative in the last week, the survey reveals.

Danone’s new range uses ingredients that consumers will recognise: just milk, live cultures and a fruit layer[1], all with no added sugar[2]. It includes formats for the whole family, including single serves, family sharing pots, multipacks and kids’ pouches. Flavour combinations include: Strawberry & blood orange, Peach & ginger, Blueberry, blackcurrant & beetroot and plain Natural yogurt.

Adam Grant, Danone UK General Manager said: “For Danone, doing good is about more than just making delicious yogurts with no added sugar. It’s about doing our bit for families, our communities and our planet. That’s why our new range focuses on Simply What Matters and caters for all the important daily family moments, which we know help to build sustainable eating habits. It’s also why our pots and cardboard are 100% recyclable.”

Danone has held its belief in simplicity for over 100 years, since it was founded in 1919, and wants to continue to have a positive impact long into the future. Danone’s work as a force for good was recognised in 2017 with a certification as a B Corporation[3].  The brand wants to make recycling simple – something the whole family can participate in – so is using clear On-Pack Recycling Labels (OPRL) and all pots and cardboard are 100% recyclable[4].

[1] The plain natural yogurt does not contain fruit layer. The kids pouches are blended with fruit purée.

[2] Contains naturally occurring sugars.

[3] Certified B Corporations meet the highest standards of overall social and environmental performance, transparency and accountability. B Corps work toward reduced inequality, lower levels of poverty, a healthier environment and stronger communities. (https://bcorporation.net)

[4] Kids pouches are not currently recyclable through curb side collections. Danone is working to make the pouches widely recyclable, but in the meantime has partnered with Terracycle – a scheme families can participate in to recycle the kids pouches. This is just one part of Danone’s ongoing commitment to discover and implement solutions that drive sustainability

[i] Opinium survey of 1,004 millennials (aged 22-37) and 1,006 over 65s. The sample was representative of each of these age groups. The survey took place between 15th – 19th November 2019.

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