Blog: Danone goes beyond digital marketing
Katy Askew | 20 February 2014
Starbucks JV will help Danone target 170m US consumers, French group's CEO said
Danone is hoping to reach out to US consumers and "educate" them on the merits of dairy through its joint venture with Starbucks, CEO Franck Riboud suggested today (20 February).
Speaking during a conference call to discuss the group's full-year results, Riboud insisted the tie-up, which was announced last summer, goes far beyond representing a "new channel" for Danone. Instead, he argued, it is a new way to interact with consumers.
"It is much more than a new channel. It is my Facebook, my Google. Why? Because every morning in the US, 170m consumers have had their breakfast and go into a Starbucks... and they will explain to them fresh dairy."
There is an almost subversive element to this approach, which goes beyond conventional and even digital marketing. Danone is feeding into established consumption patterns and altering them from within. A smart way to boost US yoghurt consumption, which still significantly trails European consumption levels.
As the importance of health has grow in consumers' minds, frozen food has been left out in the cold. But two major manufacturers in the US are looking to heat up the sector by claiming frozen food mea...
Some analysts might be breathing a sigh of relief at news Danone is rejecting speculation it is about to swoop for infant-formula giant Mead Johnson. ...
Liz Truss, the UK's recently-appointed Secretary of State for Environment, Food and Rural Affairs, went on a whistlestop tour of the country's exhibitors at the SIAL trade show in Paris yesterday, bef...
It is an unseasonably mild and bright morning here in Paris as this year's SIAL expo gets under away. Will the mood of exhibitors match the sunnier weather?...
- Why Nestle is relaxed about the China "drag"
- Focus: Will Danone return to growth in dairy?
- SIAL 2014: Greek yoghurt firm Fage targets Europe
- Comment: Paying the price for eating healthily
- Focus: Why French retail deals could hit suppliers
- SIAL 2014: Premier in talks over US manufacturing
- Symington's acquires Tanfield Foods
- Danone "eyes acquisition of Mead Johnson"
- Heinz silent over Polish factory expansion talk
- Kellogg, Nestle slammed for "chaotic" salt policy