Corporate branding to raise Danone’s profile

European food and drink giant Danone is adding its name and logo to its UK branded products to raise the company’s profile.

Volvic mineral water is the first Danone brand to feature the group badge – a child looking at a star with the parent company name underneath – on its newly designed label. Evian mineral water will follow suit.

An industry insider says: “Danone wants its company image to be acknowledged on a broader basis. An increasing number of products are being badged in this way.”

Chilled products such as yoghurt, fromage frais and desserts are also expected to adopt the Danone logo, which the company hopes will convey an image of safety, quality and freshness. It is already used in several European countries. Danone’s beer products, including Kronenbourg 1664 in the UK, will not adopt the corporate logo.

Danone is the third-largest food group in Europe and the sixth worldwide. It changed its name from BSN in 1994, and adopted the Danone dairy brand as the corporation’s new name, which is recognised worldwide.

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