What Made Whitewave so Irresistible to Danone?

You probably already know that Danone just acquired Whitewave, the plant-based, non-dairy enterprise. Our office was abuzz over this news, because we had just literally finished our benchmark studies of Whitewave’s Silk and So Delicious. Danone strikes consumer gold Why would a dairy giant be interested in acquiring a non-dairy giant? Because they’re in tune with what consumers want. The non-dairy category was created for people with intolerances. But now these products have become SO mainstream that most of its consumers are choosing plant-based and dairy-free because they believe it’s a healthier option. Sales of “free-from” products like non-dairy...

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