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MOSCOW, April 7 French dairy producer Danone plans to stop using several global brands in Russia at once, including Activia, Alpro, Actimel and Danone itself, Izvestia reported with reference to its own source on the market.
Among the considered options for switching to more local brands are a change of names, or a transition to another brand, for example, the emergence of new products in the Prostokvashino line.
«Now the company is testing the expansion of the line under the Prostokvashino brand — yogurts, curds and other dessert products have recently appeared on the shelves. But other options are possible: for example, Danone may not object to the use of names consonant with global brands and recognizable packaging design elements — in particular , «ActiviYA» instead of «ActiviA»,» Alexei Gruzdev, head of Streda Consulting, explained to reporters.
He added that a lot depends on how the new owner will support the rebranding in marketing, promotion and communications, as well as the duration of this process.
According to experts interviewed by the publication, the French company will have to make considerable efforts to maintain market share after replacing brands.
The Danone company announced in mid-October 2022 that it plans to transfer control over the production of dairy and vegetable products in Russia. The Danone Russia division was formed in 2010 after the merger of the dairy businesses of Unimilk and Danone. The main trademarks are Prostokvashino, Bio Balance, Tyoma, Aktual, Danissimo, Activia, Danone, Petmol and others.