Danone Looks To Tap Mainstream For So Delicious Dairy Free

Danone Looks To Tap Mainstream For So Delicious Dairy Free
By Karlene Lukovitz.

Danone is investing in a multimillion-dollar campaign for So Delicious Dairy Free, one of the leading plant-based brands that it acquired from WhiteWave Foods in a $10-billion deal.

Having completed the acquisition in April, Danone isn’t letting any proverbial grass grow under its feet.

The new branding campaign reflects Danone’s plan to build on the already robust momentum in the non-dairy category by wooing health-conscious consumers beyond those who eat non-dairy for dietary or allergy reasons.

So Delicious’s frozen desserts are a particular focus, with good reason. “Free from” products are driving most of the growth in the $28-billion ice cream market, per Packaged Facts. In fact, U.S. non-dairy ice cream sales in the grocery and supercenter sectors surged 46% in the 52 weeks ending April 29, according to Nielsen.

Read more at MediaPost.

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