Danone have launched a multimillion dollar advertising campaign for its vegan brand, So Delicious, which it acquired earlier this year as part of WhiteWave – who create the Silk, So Delicious, Alpro and Vega plant-based products.
The phrase ‘Nothing Compares’ will be used as the tagline to the So Delicious campaign and will also be focusing on reaching health conscious consumers by promoting the lower calorie content of So Delicious ice creams, in comparison to the leading brands made from dairy products. So Delicious has a range of ice creams, coffee creamers and yoghurts – all of which are vegan.
So Delicious products are also gluten-free and organic and on their website they say: “So Delicious Dairy Free is committed to doing the right things for people, animals and the planet. We use organic ingredients whenever possible and our entire line of foods and beverages is certified vegan and Non-GMO Project Verified or enrolled. We don’t use artificial flavours, colours, hydrogenated oils or trans-fats. Because our foods and beverages are plant based, our line is also cholesterol free.”
Danone join a growing number of companies looking to invest in plant-based brands as demand grows exponentially. Indeed, Nielsen has reported a 46% surge in the sale of non-dairy ice cream sales in the 52 weeks prior to the end of April 2017 in the US.