Danone is preparing for a health kick at the Olympic Games ahead of the Paris Games

April 22, 2024

2 minutes reading

Danone, whose CEO first contacted the International Olympic Committee (IOC) about joining in mid-2022, is betting on the Paris Games’ focus on health and nutrition to boost summer sales of its yogurts and plant-based products, reported Reuters.

Dozens of major French companies have become partners of the Olympic Games for the first time this year, hoping to benefit from the sales opportunities and marketing exposure that the event typically offers to sponsors.

Through press releases and marketing materials, the IOC has made clear that sponsors selling food and beverages – including Coca Cola bottled water and Nestle’s Garden Gourmet meat alternatives – are part of an Olympic Games commitment to promote health and wellness.

The move is a far cry from the past, when McDonald’s MCD.N sponsored the event seven times until the 2012 London Games – for which it said it would serve around 50,000 Big Macs, 100,000 portions of fries and 30,000 milkshakes. .

When Antoine de Saint-Affrique became CEO of Danone DANO.PA in 2022, one of the first things he did was meet with the head of the Olympic Games.

“Our plant-based products, yogurts, especially those with a high protein content… are extremely relevant for athletes and people who take care of their health,” Juergen Esser, the company’s chief financial officer, told Reuters in an interview.

“Of course, we will exhibit our full portfolio, including in the field of water to provide hydration,” he added.

However, Danone’s water brand Evian failed to sell bottled water at the event, which went to long-time sponsor Coca-Cola. Other brands include Activia yogurt and plant-based Silk products.