OUR PRIORITIES AND INNOVATIONS
As one of the World’s leading bottled water companies, Danone wants to be part of the solution to help resolve the main water challenges. This is ambitious and requires us to work together with key stakeholders.
Fortunately ‘co-creation’ is part of Danone’s DNA. We have a great track record in building, together with partners, innovative and sustainable business solutions. Pepenadores in Mexico, Klaten in Indonesia, APIEME in France, Deja Te huela in Argentina are examples of best practice that proof we know how to co-create real solutions.
This is what makes Danone unique and this is why we are confident we can make a real difference in helping to tackle the World’s main water challenges. Together.
ADAPT TO DIFFERENT CONSUMPTION HABITS
The design of a bottle can have a great impact on consumer preference and their ability to fulfill their daily requirements. This is why packaging innovation is a key focus for our R&D teams.
For example, in China, particular attention was paid to the design of the Mizone bottle. Its success with active young people in China is partly due to its wide easy-drink opening and comfortable grip. An unparalleled understanding of consumption habits of individuals is critical to help us create solutions for all consumers, whatever the occasion and time of day and at every stage of life.
In Spain the 2.5 litre family size format of the Font Vella water bottle is ideal for meal times, whereas the small “Mi Primera” bottle is specially designed for babies, adapted to their small hands and fitted with a teat.
Similarly, large formats are becoming more widespread with the boom in HOD (Home and Office Delivery). These practical and economic solutions are proving successful in Latin America with Bonafont, and in Indonesia with Aqua. At the same time, offering more small bottles, sold individually in neighborhood stores, shops and fast-food chains has given bottled water a higher profile in public spaces.
BEING CLOSE TO CONSUMERS
Our products and brands are deeply rooted within local cultures and local hydration habits. We are proud to be close to our consumers and to offer them products and services that are locally relevant through the brands they love.
Danone Waters has developed new ways to reach its customers, getting close to them, by selling in the congested streets of Jakarta or Mexico City for example and sometimes even by delivering products right at people’s front door with the Aqua Home Services in Indonesia, Bonafont HOD in Mexico and EvianChezVous in France.
Through the launch of its award-winning small bottle (“the Drop”), Evian created access to entirely new channels like beauty salons.
In addition to the distribution of its products, Danone Waters continues to raise public awareness of the importance of good hydration and the benefits of drinking water in all countries where it operates.
SUPPORT IMPROVEMENT OF PUBLIC HEALTH
Over the last 7 years, Danone has invested more than € 30 mln in scientific research into the correlation between hydration and health. Scientific cooperations with many of the World’s leading experts as well as with global and local professional healthcare organizations have cemented Danone’s leading position in the field of hydration and health.
The liquid intake studies that were (and still are) conducted under the leadership of Danone are highly regarded by health professionals and policy makers and have helped improve national dietary guidelines and liquid intake recommendations.
In addition to the ongoing research, Danone’s ‘ Hydration for Health Initiative supports many public health initiatives that promote drinking water like EPHE, World Kidney Day and DrinkUp.
Local programs ‘Eat Like a Champ’ (UK) and ‘Mum, dad I prefer water’ (Poland), were acknowledged for their impact on eating & drinking habits in children presented to the EU platform for Action on Diet, Physical Activity and Health.
MAKING THE HEALTHIER CHOICE THE EASIER CHOICE
Through extensive research we have discovered that many people do not meet their recommended daily fluid intake. Up to 40% of the people in the markets where we operate do not meet these recommendations with up to one third drinking as little as 1.2 litres per day.
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 and habits, we believe that when offered the right choice, they will choose the healthier alternative.
Danone Aquadrinks provides a healthier alternative for people that prefer sweetened drinks or prefer variety and taste to help them fulfill their daily hydration needs. Today 85% of Danone Aquadrinks contain 5g of sugar per 100ml or less. Zero-calorie options are also available in many of our markets.
The healthier choice becomes so much easier if it tastes great, looks great and is exciting and joyful to drink.
Danone Waters and its products are “empowered by water”, build on the equity of our iconic water and water-based brands.
“Water equity” needs to be protected and preserved and, with the support of many of our local and global partners, we have developed an unparalleled expertise to do so.
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. In 2014, Volvic and Unicef celebrated the 10th anniversary of their “1L for 10L” initiative, improving access to safe drinking water for approximately 130 thousand people in Niger.
In addition we assure our packaging is 100% recyclable and run various consumer recycling programs like “Dale Un Giro” in Argentina, “Bala” in Spain and “Aqua Peduli” in Indonesia.
Danone Waters also pilots projects in Mexico (Pepenadores) and Argentina (Cartoneros) to significantly improve the social economic status and working conditions of local waste pickers and has ambitious plans to scale these initiatives up in the coming years.