Dairy Processing - September/October 2022 - 51

DEPARTMENT TAG
entire product display page - we were
seeing results of 350% year-over-year. Prior
to that they were at 78% year-over-year
natural growth of the category online. "
The company Hayden worked with
is also using e-commerce to test out new
products before taking them into larger
markets.
" They're throwing those products for a
test-and-learn even quicker online, because
they might not have the sales data to have
a cut in at a retailer immediately behind
it. But they're able to get that because of
the long tail that's available from an online
perspective, " he said. " Just being able to
have a single point of distribution, even if
it's online with a new innovative product,
you're able to get at least some KPIs or
sales numbers, and then take that in with
your briefcase when you go and sell into a
physical store. "
PRIORITIZING INNOVATION
With online sales expected to reach more
than $250 billion by 2025, Danone North
America is prioritizing innovation for the
virtual shelf.
In April 2021, the company launched
a direct-to-consumer website for its
So Delicious brand of plant-based
dairy products.
" We saw a need to meet and attract
new consumers that were just engaging
with direct-to-consumer platforms or
just engaging in digital commerce, " said
Kristina Cole, president of sales and
chief customer and commercial officer at
Danone North America. " It's very small for
us. It's a test and we're learning our way
through it. "
While the direct-to-consumer channel
accounts for a small part of the overall
business, it also offers benefits beyond
incremental sales, she added.
" It allows you to get real-time
information from consumers to help
inform what they're really looking for, " she
said. " It used to take six to eight months
to know you had an item that was going
to work. Now you know in days. You
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Dairy Processing - September/October 2022

Table of Contents for the Digital Edition of Dairy Processing - September/October 2022

Dairy Processing - September/October 2022 - Intro
Dairy Processing - September/October 2022 - 1
Dairy Processing - September/October 2022 - 2
Dairy Processing - September/October 2022 - 3
Dairy Processing - September/October 2022 - 4
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