Danone grows 10% with portfolio redesign

Danone officially presented the reformulation of 100% of its portfolio, which includes 200 SKUs. It involves new formulas, releases and packaging upgrades. For this, the company invested about R $250 million, in the last two years, in the plants of Poços de Caldas (MG) and Maracanaú (CE). According to the company, with the update, there was a 10% increase in revenues before 2018, when sales were stable-even for the sector. The innovations represent 25% of Danone's revenues. In addition, suppliers became part of the development of their products. This was the main pillar for the maturation time of each release-which went from 12 months to five months on average. Changes in Digital and PDV Another change is in the campaigns that are now geared 100% to the digital. Danone is investing in digital communicators profiles for segmented consumers, failing to treat it as a "mass". The changes follow at the point of sale, in which, the company proposed a revaluation in the provision of products for the growth of the category in Brazil. The suggestion for retailers is the separation by subcategories within a sector of its own and/or close to consumption occasions, such as Silk vegetable milk alongside the coffee area, as well as an ambience material.