Danone is a multinational food and beverage corporation with headquarters in Paris, France. The company was founded in Spain in 1919 and operated back then as a small company in the yogurt segment. Today, Danone has four different product divisions: Fresh Dairy Products, Waters, Early Life Nutrition, and Medical Nutrition, and employs over 99,000 people worldwide. Globally, the company competes with food and beverage powerhouses such as Nestlé and Unilever.
Danone’s cash cow was by far the Fresh Dairy Products division in 2016 with over 10 million Euros in sales, but the Medical Nutrition segment saw the highest net sales growth. The dairy division includes well-known brands such as Actimel and Activia. The probiotic yogurt Activia is sold in more than 70 countries.
Raising interest and awareness about their various products appears to be a matter of high priority for Danone. In the United States alone, Danone spent approximately 194 million dollars on advertising in 2016. Additionally, Danone ranks as one of the leading advertisers in Russia, Belgium, and Spain.
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