BROOMFIELD, COLO. — With e-commerce adoption skyrocketing during the pandemic and online sales expected to reach more than $250 billion by 2025, Danone North America is prioritizing innovation for the virtual shelf.

The company in April 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. “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…

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