Staying ahead with innovations
Danone is one of the world’s leading natural bottled water companies. Our leadership in the water segment comes from our close tracking of consumer trends, our constant innovation and commitment to embedding healthy hydration into our global business strategy.
We’re constantly finding ways to add value for the consumer by offering premium products and activating our brands to encourage healthier drinking habits. In addition, we research and develop new formats to meet consumers’ needs at every age for any occasion, from one-the-go sports bottles to small, easy-to-grip formats for children.
Adapting to different needs
Packaging innovation is a key focus for our Research & Innovation teams. Part of our strategy for healthy hydration is to develop fun bottles and to create formats for all consumers, whatever the occasion. For kids, this includes bottles with smaller and easier-to-grasp shapes, animated with cartoon and movie characters that they love and wide-mouth and sports-cap designs.
To make water more fun for kids, we have developed bottles shaped like popular superheroes and characters. Volvic introduced collectible water bottles and multipacks featuring characters from Disney’s Frozen and the brand also partnered with Star Wars: The Last Jedi. Disney themes also appear on packaging for Font Vella in Spain, Bonafont in Mexico and Brazil, Zywiec Zdrój in Poland and AQUA in Indonesia.
To meet the demands of on-the-go packaging, Volvic launched a 33 cl sports cap in 2017, while evian introduced sports-cap bottles in the U.S. For Japan, it is all about small formats: the brand released a tiny 20 cl bottle that fits nicely into popular vending machines.
"Star Wars, the Last Jedi", Disney and "Frozen" are trademarks or registered trademarks of Lucasfilm Ltd. LLC, Disney Enterprises Inc. or their subsidiaries in the U.S. and/or other countries. TM & ©Lucasfilm Ltd. All Rights Reserved. ©Disney
Our products are deeply rooted within local cultures and regional hydration habits
More than 70 percent of our water brands are local and activated through premium packaging with cultural references that resonate with consumers in their respective countries.
Sirma in Turkey, Bonafont in Mexico, Salus in Uruguay and Villavicencio in Argentina are recent examples of strong heritage brands that developed iconic collectible bottles in 2017. We also engage with communities through local activations, such as the Carrera Bonafont 5K race in Mexico. In 2017, we updated our Mizone brand in China with even more culturally relevant packaging and marketing, in partnership with key social media influencers and regional celebrities.
Danone Waters has also developed new ways to reach customers. For example, Danone found its way to the busy and congested streets of Jakarta or Mexico City. In other cases, we deliver products right to a person’s door with the Aqua Home Services in Indonesia, Bonafont “En Tu Casa” in Mexico and EvianChezVous in France.
Through awareness campaigns designed to reach millions of people, Danone puts its commitment to help spread the word about healthy hydration in action
Encouraging better choices through education
We’ve learned from liquid intake studies across the world that, on average, 49 percent of people in the countries where we operate drink less than the daily recommendation. Developing healthy hydration habits from an early age can help make a lifelong shift toward better health—and Danone wants to be a part of the solution.
Danone has invested more than € 30 million in scientific research around the correlation between hydration and health. Scientific collaborations with world-leading experts, as well as with global and local professional healthcare organizations, cement Danone’s leading position in the field of hydration and health.
We actively promote water as the healthiest option, but are convinced that variety and taste are essential to improve people’s hydration habits. While people have strong, often deeply rooted personal preferences, we believe that when offered the right choice, adapted to local taste and culture, they will choose the healthier alternative.
Every year, we bring in impactful and engaging brand campaigns and activations across markets, which help valorize and stimulate consumption frequency on water and on healthier hydration alternatives. We also support education programs in primary schools in Poland, Uruguay and Indonesia, among others, to teach children the importance of staying well hydrated and an emphasis on plain water as the best choice they can make.
We owe everything to Nature, so we preserve it—naturally
Drop by drop, we innovate together for future generations, encouraging teamwork and fulfilling Danone’s dual commitment to business success and social progress.
As part of good water stewardship, we manage water resources responsibly and sustainably, we reduce water use in our operations and support initiatives that improve access to safe drinking water.
Danone promotes sustainable water practices throughout its operations. We are constantly striving to protect and restore our natural water ecosystems in cooperation with local communities and stakeholders, such as our work with Association pour la Protection de l'Impluvium de l'Eau Minérale d'Evian (APIEME) in France, Parque Salus in Uruguay and Villavicencio Reserva Natural in Argentina. Examples also include our program in Spain with Lanjarón natural mineral water, where proceeds go directly toward cleaning up the beaches in the country. Danone has a partnership with the global environmental convention Ramsar(1) to raise awareness and promot the sustainable use and management of wetlands.
(1) The Convention on Wetlands, called the Ramsar Convention, is an intergovernmental treaty that provides the framework for national action, and international cooperation for the conservation and wise use of wetlands and their resources.