In 1970, Sr Moacyr Carvalho Dias, a Brazilian entrepreneur who owned the company “Lacticínios Poços de Caldas”, travelled to France and fell in love with Danone’s yogurts: he thus decided to bring these products back to his home country. This launch revolutionized the Brazilian market and skyrocketed in popularity, both thanks to the characteristics of the product – delicious, healthy and nutritious – as well as to the innovative packaging. In 2000, Danone Brazil acquired the brand Paulista and in 2004 Activia was launched: today the brand accounts for one third of the fresh dairy products sales in Brazil.
In 2008, Danone started to diversify its portfolio: the Waters brand Bonafont was launched in the São Paulo region and in 2009 the Baby and Medical Nutrition businesses were set up.
In 2010, Danone opened its second plant in Brazil, in Maracanaú, state of Ceará. The objective was to reduce the lead time and operational costs to the North-East of the country, the only region where Danone was not market leader. By the end of 2011, Danone Brazil had become n°1 in the North-East, consolidating its leadership across Brazil.
In 2014, the Danone Nations Cup World Final took place mid-November in São Paulo. More than 25,000 people packed the stands at the Arena Corinthians stadium to support the world’s biggest international football tournament for 10-12 year olds. Japan won over Paraguay (1-0) and became the winner of the 2014 edition of the Danone Nations Cup 2014. 32 national teams participated in the event that lasted 5 days with trainings and qualifications matches at Paradise Lake & Golf Resort, in Mogi das Cruzes. About 400 kids from all over the world played the World Final of the Danone Nations Cup 2014, after the regional and national phases at their own country. At the final, awards were presented to the ‘Best Player’ of the tournament, Ivar Santiago Cabana Perez from Paraguay; the ‘Fair Play’ award went to the country of South Korea for their presentation of the fair play oath. Overall 3rd place went to Chile, 2nd to Paraguay and the winners were Japan.
Cafu, Danone Nations Cup Brazil ambassador, said: “A massive congratulations to Japan for winning this year’s Danone Nations Cup World Final. The teams all showed tremendous skill and professionalism on the pitch and I’m very proud to be a part of a fantastic program to help children develop their love for football and grow with respect for themselves and others around them. I wish everyone the best of luck in the future.”
This project aims at designing an inclusive business model for Danone Brazil by selling products door to door in low-income communities of Salvador spreading the values of health & nutrition and increasing family income for the vendors, the “Kiteiras”, who benefit from a sales training.
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