In today's world of food and beverage, trust isn’t just built on product quality—it’s about a brand’s values and transparency. Recently, Danone, a leader in the industry, made a move that has raised eyebrows and sparked debate. The company, which embraced the Nutri-Score labeling system in 2017 (one of the firsts to do so) to help consumers make healthier choices, announced that it would remove the label from its drinkable dairy and plant-based products due to concerns over the system’s revised algorithm.
Danone's Nutri-Score Shift: A Risk to Consumer Trust?
Starting in September 2024, Danone will gradually remove Nutri-Score from popular brands like Actimel, Danonino, Hi-Pro, and Alpro. The reason is the new Nutri-Score algorithm, which places drinkable dairy and plant-based beverages in the same category as soft drinks. According to Danone, this change leads to inconsistencies, where drinkable versions of the same product receive lower scores than their spoonable counterparts. Some of Danone's products will drop from an A to a C. Danone argues that this presents an unfair picture of the nutritional value of its products, and as a result, has decided to phase out Nutri-Score on drinkable items. While the company continues to support nutritional labeling, this decision has stirred controversy. Nutri-Score’s creator, Professor Serge Hercberg, criticized the move, calling it “shocking,” arguing that drinkable and solid yogurts should be rated differently due to their consumption habits.
This shift could impact Danone’s reputation, as the Nutri-Score was initially embraced by health-conscious consumers who appreciated the transparency it provided. Danone’s challenge now is to maintain the consumer trust it has built over the years.
Purpose-Driven Marketing: The Key to Rebuilding Trust
The Danone situation highlights a critical issue in today’s market: consumers expect more from brands than just good products. They want transparency, sustainability, and ethical practices. This is where purpose-driven marketing comes into play. It’s not about flashy campaigns, but about embedding a company’s values—whether it’s reducing environmental impact, promoting healthier lifestyles, or supporting local communities—into every part of its business.
For Danone, purpose-driven marketing has always been about aligning its mission with consumer expectations. The company’s commitment to sustainability and transparency has helped it build trust over the years. But this Nutri-Score decision could challenge that trust, particularly among health-conscious consumers who rely on clear labeling to make informed choices.
The Lessons from Nestlé’s Plastic Waste Scandal
Danone’s current predicament brings to mind the backlash faced by Nestlé in 2019 when the company was named the world’s worst plastic polluter. Nestlé's products generated (and still generates) a massive amounts of plastic waste, much of which ends up in oceans, damaging ecosystems and wildlife. The public outcry was swift and severe, with movements like #BreakFreeFromPlastic leading protests and consumer boycotts. Nestlé’s reputation suffered as customers felt the company wasn’t doing enough to address the plastic crisis.
This incident is a powerful reminder of the consequences brands face when they fail to meet consumer expectations around sustainability and transparency. In today’s world, environmental responsibility isn’t a bonus—it’s expected.
Rebuilding Trust Through Consistent Action
Purpose-driven marketing offers a path forward for brands facing challenges like Danone and Nestlé. It’s about more than just making promises—it’s about delivering real, meaningful change that resonates with consumers. For food and beverage companies, this means a deep commitment to ethical practices, transparency, and sustainability.
Danone, for example, will need to communicate openly with its consumers about why it’s stepping away from Nutri-Score and what it plans to do instead. The company can still maintain its strong reputation by continuing to show leadership in areas like sustainability and nutritional transparency.
Brands like Ben & Jerry’s have shown how consistent action builds trust. Known for its outspoken environmental and social activism, Ben & Jerry’s integrates its values into every part of its business, from sourcing fair trade ingredients to reducing plastic waste. This commitment has helped the company maintain a loyal customer base, even as it advocates for causes that matter to its consumers.
The Future of Food and Beverage: Purpose and Profit Aligned
As consumer expectations continue to shift, food and beverage brands must adapt. Purpose-driven marketing isn’t just a trend—it’s a necessity. Brands that commit to transparency, sustainability, and ethical practices will be the ones that thrive.
For Danone, this means staying true to its mission of promoting healthier, more sustainable choices while navigating the complexities of evolving regulations. For Nestlé, it means continuing to address environmental issues and demonstrating a genuine commitment to reducing plastic waste.
In the end, consumers want to trust that the brands they support are doing their part to make the world a better place. By staying true to their purpose, food and beverage brands can rebuild and maintain the trust that is essential to long-term success.
If you are a direct-to-customer business looking forward to positively impacting the world with your brand, then get in touch with us at contact@janahcycle.com . Together, we can explore how you can make a positive impact and benefit both the environment and your bottom line.
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