Danone Brazil enters natural soft drink category with 4U launch
Free from preservatives or artificial colors, the company said the drinks are made with “100% natural” ingredients.
“This [launch places] Danone on the forefront of Brazil’s growing natural beverage market,” said Rafael Ribeiro, head of marketing and sales at Danone, whose brands include Activia and Evian.
Launched in November, the brand 4U counts four products in its range: two carbonated juices and two flavored teas.
The juices are available in white grape and citrus flavor and packed in 269 ml cans while the black teas are available in hibiscus & berry and lemongrass & citrus flavors.
The juices contain between 47.2 and 46.9% juice, which is prominently written on the front of the cans, while the teas contain between 11.9 and 12.5%.
“With an uptick in global awareness for health, wellness and sustainability, the beverage market has seen a growing consumer preference for alternative, more natural options,” Danone said.
“The 4U brand helps Danone address this burgeoning market within Brazil and diversify its portfolio, which includes dairy products and water, and reach new consumers.”
Danone partnered with Embalagens Metálicas da Amazônia, a subsidiary of Crown Holdings for the design and production of the cans.
The manufacturer said it chose the can format for the new range due to its durability, recyclability and premium appeal. A matte finish on the cans creates “tactile experience” for consumers, it added.
The French dairy giant has been looking to expand its portfolio beyond dairy in recent years. In 2016, it acquired US plant-based beverage manufacturer WhiteWave Foods in a US$12.5 billion deal to gain access to the plant-based and organic categories.
