Dairy Processing - September/October 2022 - 53

brand. The company is leveraging the virtual shelf to
engage with consumers and drive sales across all channels,
including traditional brick-and-mortar.
" Consumers are doing more research than ever before,
and they're much better informed about products and
ingredients, " Cole said. " Whether they're engaging at the
brick-and-mortar shelf or at the virtual shelf, they've probably
made that purchase decision before they click to add an item
in their basket or before they go and purchase in-store. "
She pointed to the Two Good yogurt brand as an example.
The brand supports social and environmental causes through
Danone's One Cup, Less Hunger program, which aims to
reduce food waste and food insecurity. It also works with Full
Harvest, a startup rescuing surplus and imperfect produce,
to source ingredients that would otherwise go to waste.
Communicating those initiatives online has been key to the
brand's success, Cole said.
" The ability to story tell with regard to the purpose-driven
nature of that launch was a critical element in the innovation
strategy, " she said. " That's something that digital commerce
" Consumers are doing more research
than ever before, and they're much
better informed about products and
ingredients. "
Kristina Cole, Danone North America
allows versus a traditional way of shopping and engaging
with products. "
Leveraging the virtual shelf to engage with and better
understand consumers will be key to Danone's omnichannel
strategy going forward. The company expects e-commerce
adoption will continue accelerating.
" We're going to continue to invest in online, but it's under
the halo of a commercial strategy that meets consumers both
online and in-store, " Cole said. " Ultimately, it's about meeting
the consumer wherever they shop. "
Editor's Note: Sam Danley of Food Business News
contributed to this story.
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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
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