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Authors:
Published by:
Amity Research Centers (2019)
Length:
16 pages
Data source:
Published sources

Abstract

Groupe Danone (Danone) which was founded in 1919 by Isaac Carasso was one of the largest food companies in the world. With consumers in the food industry showing a marked shift towards natural, organic and plant-based products, traditional giants such as Danone have been focussing on taking measures to adapt to this trend. One such measure was to acquire smaller natural companies / brands preferred by the millennials to retain their market share in the sustainable and better for you products category. Danone has also taken a big step to attain the global Certified B Corporation status which proved to consumers that they care about their health and the planet. Danone's plan was to become a global B Corp by 2030. With its North American subsidiary already having been certified a B Corp along with eight other subsidiaries, almost 30% of the work was done towards becoming the largest multinational B Corp in the world. The company which has a 'tradition of pursuing lofty social goals' was taking this further in an effort to win back trust from consumers. Will this ambitious move deliver the desired results for the food giant?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Topics

Danon; Isaac Carasso; Daniel Carasso; Yogurt; Danone; Spain; France; North America; Europe; Asia; Russia; Antoine Riboud; Franck Riboud; Emmanuel Faber; WhiteWave

Setting

The events covered by this item took place in 2018.

Geographical setting

Region:
World/global
Countries:
Spain; France; United States

Featured company

Company name:
Danone
Employees:
10000+
Type:
Public company
Industry:
Food and beverages

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