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Danone is the first Fresh Dairy Product brand in the world with about 19% of the market, very present in Western and Eastern Europe, North America, Latin America and South Africa.
Isaac Carasso, who was touched by the intestinal disorders that the young Barcelonans suffered from due to bad hygiene conditions and hot weather, created the Danone brand in Spain in 1919. Inspired by the works of Elie Metchnikoff, 1908 Medical Nobel Prize, Isaac Carasso imported to Spain strains of lactose ferments specific to yoghurt, conceived by the Institut Pasteur of Paris. It was first sold in pharmacies and prescribed by doctors. He named his product Danone, in reference to the Catalan nickname of his son, Daniel. In 1929, the Danone brand was launched in France with the success we know. Since then it has developed worldwide around three values: health, quality and pleasure. Already in 1929 the 1st publicity slogan said: "delicious and healthy, Danone yoghurt is the dessert of a happy digestion". Today the brand accounts for almost 40% of Groupe DANONE's total sales and is distributed in over 40 countries; keeping in mind that the brand also counts water (Taillefine/Vitalinéa) and several biscuits (Asia-Pacific) in the Groupe DANONE portfolio. At the heart of its success, five "Blockbusters": five major concepts or brands with strong health benefits and which use major research efforts. They each achieve several million euros in sales throughout the world: |
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