How Danone is redefining plant-based through a benefit-led strategy

What can bring the plant-based dairy category from the dusty shelf into the limelight? Protein, market research experts thought – and the market responded . But for Danone US – which last year added a high-protein variant to its Silk brand – that quest has never been about ingredient-led nutrition alone. The company has signalled it wants to transform its plant-based offering into a benefit-led portfolio that resonates with consumers’ wider nutritional objectives. In short, it’s not simply about nutrients, but how products support health and wellness outcomes holistically. This is where Danone US’ new partnership with The Big Ten Conference comes in. The company’s Silk Protein – a high-protein drink that has the highest protein content among refrigerated plant-based beverages in the US – is being positioned as fuel for college athletes and spectators alike: fusing functional nutrition with cultural relevance. “We know this generation is already seeking nutritious, plant-forward ”feel-good fuel,” so we’re bringing that to their game day rituals and meeting fans where they are,” opened Kallie Goodwin, Plant-Based Food & Beverage Lead at Danone US. “Millennials and Gen Z fans, especially those in the Big Ten community supporting their school, are changing the playbook by choosing feel-good fuel over heavy, sugar-loaded staples. “We know these consumers are looking at food and beverages with a function-focused lens, so we’re focused on making sure consumers not only know the nutritional benefits of our products – but also that Silk is a nutrition-focused brand, offering a variety of plant-based products that fit their lifestyles and priorities.” This approach shifts Silk from a general plant-based beverage brand into a more health-focused proposition – in line with the company’s broad strategy in this space. “We see an opportunity for food companies like Danone to bring consumers innovative nutrition that promotes better health and overall well-being within the plant-based category,” Goodwin added. “We’ve seen a shift in the last few years of consumers becoming more aware of the functional benefits of specific nutrients and making intentional purchasing decisions based on nutritional content.” Around 75% of Americans say they want to consume more protein, she said, with topics like fiber-maxing also trending. “These bundled nutritional benefits are no longer optional – they’re essential to operate within food and beverage to meet consumer needs,” Danone US’s plant-based lead said. Then again, ‘benefit-led’ doesn’t mean eschewing the familiar, ingredient-led approach the company has adopted. Oat or almond-based drinks aren’t going anywhere: but their nutritional benefits are being framed more clearly. “Consumers will always have their favorite ingredients, and we’ll continue to offer that variety through our various base types,” Goodwin said. “We recently launched new packaging to highlight five essential nutrients provided on the front of pack – including 50% more calcium and vitamins A, D, E, and B12 – helping consumers recognize the benefits of nutrient-dense products at a glance. “This way, no matter what a consumer’s preferred base type is, they know they will be getting key nutritional benefits.” Protein remains one of the most sought-after nutrients, Goodwin added, with online searches for high-protein foods having more than doubled in the past year. “High-protein innovation is central to Silk’s current and future trajectory, as we’re tapping directly into a massive consumer movement where protein has become a hero nutrient for consumers,” she said. There’s also a clear niche to fill. “Despite strong consumer interest, plant-based sources still account for only one third (33%) of American’s total estimated protein intake, signalling an unmet need for options that don’t force a trade-off between nutrition and taste,” she told us. There’s also an opportunity around ‘protein plus’: where protein quality, complementary nutrients, and science converge to elevate nutritional value. In the short term, Goodwin’s team is focused on Silk’s partnership with the Big Ten Conference where Silk Protein is the official plant-based beverage. It’s part of a strategy to engage with the younger generation in culturally-relevant ways, she told us. “We’re offering Silk Protein tastings and engaging experiences at Big Ten Basketball tournament games, along with a custom Big Ten-inspired smoothie created in partnership with professional basketball star and former college athlete Monique Billings and making it available to fans nationwide on Instacart,” she explained. Ultimately, this activation isn’t about positioning plant-based as performance nutrition but as an everyday staple. “To communicate with performance-focused shoppers, it’s not about positioning plant-based as a substitute for other protein sources, but as an essential component of a smarter, more diverse nutritional strategy,” Goodwin said. “We lean directly into the advice that a majority of healthcare professionals give their clients: that incorporating a variety of protein sources across plants, dairy, eggs, and lean meats is key to ensuring a well-rounded nutritional intake. “Our message to the performance-focused consumer, therefore, is that adding a high-quality, plant-based option like Silk to their routine isn’t a compromise – it’s a strategic way to optimise their nutrition, just as the experts recommend.” Looking at complementary nutrient bundles will be the next step in innovation. “We’re already seeing the impact of consumers’ understanding of protein needs trickle down to a deeper understanding of other nutritional needs such as fibre and key vitamins,” said Goodwin. “Consumers are looking for food and drinks that not only taste good but provide a bundle of benefits through nutritional value - and our goal with future innovation is to continue to evolve our offerings to meet the evolving needs of today’s consumers.”

How Danone is redefining plant-based through a benefit-led strategy

Danone US is taking plant-based nutrition into the sports performance arena as it seeks to deepen the category’s benefit-driven appeal

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