Danone's website says: 'We built our Manifesto to reinforce our dual commitment to business success and social progress and to acknowledge that we cannot work for healthier choices and lifestyles without caring about the health and wellness of our communities'.
In fact, the company is planning new or repositioned products (manifesto brands) that fit with these goals of giving consumers the tools (in this case, food choices) to be healthier. Danone recently acquired the US-based White Wave company, which markets soy milks, almond milks and other products, to increase its presence in the growing American market for plant-based food products. As part of this acquisition, Danone had to divest Stonyfield Farm yoghurt, a brand known for organic ingredients and social responsibility, to satisfy regulatory concerns.
Danone's CEO explained the White Wave acquisition this way: 'By combining 100 years of dairy fermentation with plant-based technology we can reach customers all around the world through multichannels and invest in sustainable nutritious solutions for tomorrow'.
Now Danone will concentrate on its growing portfolio of healthy brands for multiple nations, advancing its financial and marketing goals as it advances its societal goals worldwide.
