Blog: Katy AskewDanone goes beyond digital marketing

Katy Askew | 20 February 2014

Starbucks JV will help Danone target 170m US consumers, French group

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.

Sectors: Advertising & labelling, Dairy

Companies: Danone


just-food hits the UK's airwaves

The BBC turned to just-food today for insight on the price dispute between Tesco and Unilever....


Ranjit Boparan buys another UK business out of administration

Just weeks after buying UK turkey processor Bernard Matthews from administration, food tycoon Ranjit Boparan has struck a similar deal....


Food market quotes of the week - FDF on Brexit, Bel buys into MOM Brands, Danone gets US criticism over GMOs

This week, Bel struck a deal to buy a majority stake in fellow French group MOM Brands. Another French food major, Danone, faced criticism in the US over its plans for GMO ingredients. US snack maker ...


Tyson Foods investors left to chew over analyst claims

Shares in Tyson Foods slumped on Friday, closing down almost 9% after an analyst claimed a lawsuit facing the company could hit the US meat titan....

just-food homepage

Forgot your password?