The Dannon Company

Case Study 3

The Dannon company

Through competitive marketing, the Dannon Company broadened its message for corporate social responsibility and health and nutrition by donating proceeds from a campaign that promoted breast cancer awareness.

Introduction

Founded in Spain 1919 by Isaac Carasso, Danone would be the roots for The Dannon Company, Inc. Carasso opened a small shop, named after his son Daniel, thus “Danone” meaning “Little Daniel.” He used the scientific method of fermented milk, by Elie Metchnikoff at the Pasteure Institute of Paris, to develop the traditional method of making yogurt with pure cultures that were isolated in Paris. (Our Company, 2013)

In 1929, Daniel Carasso took what he had learned from the family business in Spain and established Danone in France. He immigrated to the United States in 1942, during World War II, and founded the first American yogurt company in the Bronx, NY, Dannon Milk Products, Inc.; changing the name for an all American feel to DANNON. A year later he met Joe Metzger, who assisted him with the new company’s administrative work. (Our Company, 2013)

Americans were new to the conception of yogurt, as it was the basis of diet for the people of many European countries, making DANNON’s inception in the United States a challenge for Daniel. Distribution was limited to the local New York area. It was five years later, in 1947, when DANNON introduced yogurt with strawberry fruit on the bottom that the company had its first innovative idea. The idea of fruit appealed to many Americans as the sweetness of the fruit complemented the tartness of the yogurt. In addition to strawberry fruit, blueberry, raspberry, orange, and lemon flavors were added to the product line which led to the beginnings of America’s favorite yogurt. (Our Company, 2013)

The popularity of fruit on the bottom yogurt led to the rapid growth and expansion of the company and, in 1950, DANNON moved its facility to a larger complex...