Danone Romania : Nurturing Nutrition

With the ambition of continued growth alongside stronger brand equity, innovation, and competitiveness, Danone Romania is making its mark on the dairy, plant-based, baby, and medical nutrition industry. We explore further with Delia Corniciuc, Marketing and Growth Acceleration Director for Central and Eastern Europe.

NURTURING NUTRITION

The food industry is going through one of its most transformative periods in decades. 

Consumers are increasingly informed, health-conscious, and demanding greater transparency from brands.   

At the same time, however, businesses must navigate economic pressures, sustainability challenges, and rapidly evolving consumer expectations. 

“Romania is a particularly dynamic market. We are seeing a clear shift towards products supporting digestive health, protein intake, and functional benefits,” introduces Delia Corniciuc, Marketing and Growth Acceleration Director for Central and Eastern Europe at Danone Romania (Danone). 

Categories like kefir or high-protein yogurt, which until recently were more niche, are now becoming everyday choices for many consumers. 

“Meanwhile, across Europe, we see similar patterns, alongside a growing interest in plant-based alternatives and products that combine health with taste and convenience,” she insights. 

However, for Danone, one of the most important shifts is the move from reactive healthcare to proactive well-being.  

Now, more people are not waiting to fix issues – they are actively shaping their habits through everyday choices.  

“I find this shift particularly powerful because it places food at the centre of long-term lifestyle decisions,” Corniciuc sets out.  

LEADING THE WAY 

Today, Danone is one of the leading players in the dairy, plant-based, and baby food categories, with a strong mission to bring health through food to as many people as possible. 

At its inception, the company acquired the Miorița dairy factory in Bucharest in 1996 and produced its first yoghurt in 1999, after three years of investments in modernisation and technological upgrades.  

Today, 1.5 million yoghurts are distributed to Romanian consumers, as well as 18 other European markets. Danone processes over 65,000 tonnes of 100 percent locally sourced milk each year, collected from 22 large farms and more than 100 small household producers. 

“Danone is present on the Romanian market with a portfolio covering a wide range of everyday products that are deeply embedded in consumer routines – ranging from fresh dairy such as yoghurts and desserts to functional products that support immunity and digestive health, as well as a growing plant-based offering,” acclaims Corniciuc. 

Some of company’s well-known brands include Activia, Actimel, Danette, YoPro, and Alpro, each addressing different consumer needs and consumption moments – from health and nutrition to indulgence and on-the-go convenience.  

On top of this, Danone provides baby food and specialised nutrition brands such as Aptamil, Milupa, and Forticare. 

“In Romania, we operate as part of Danone’s Central and Eastern Europe cluster, with our main office in Bucharest and a nationwide commercial footprint, serving millions of consumers through modern retail, traditional trade, and e-commerce channels,” she adds. 

The company’s extensive client base spans key international retailers as well as strong local partners, ensuring broad accessibility across the country. 

THE PERFECT FORMULA 

Ultimately, Danone is defined by its combination of strong local roots, global expertise, and commitment to quality, nutritional expertise, and sustainability.  

“We aim to offer simple, nutritious, and accessible food choices for the whole family, whilst continuously improving our impact on health and the environment,” Corniciuc affirms. 

Furthermore, what truly differentiates Danone is its tried and tested combination of nutritional expertise, purpose, and ability to translate both into products that are relevant in everyday life. 

As one of its many unique qualities, the company is deeply rooted in science and nutrition.  

“Our products are not just about taste; they are designed to support specific needs – digestive health, immunity, or protein intake – which makes them increasingly relevant as consumers look for food that contributes to their well-being,” she continues.  

Danone also has an extremely versatile dairy and plant-based portfolio across multiple occasions, from breakfast and snacking to indulgent treats, which allows it to stay connected to consumers throughout the day.  

This positions the company as a ’repertoire brand’ that people return to across different needs. 

“In addition, purpose and sustainability are deeply embedded in how we operate. For us, sustainability is not an add-on – it is integrated into our business model, from how we source ingredients to how we design our products and packaging.  

“This builds trust with consumers, who today expect transparency and responsibility from the brands they choose,” Corniciuc acknowledges. 

What also enables Danone to remain an established and strong player is its ability to continuously evolve through innovation, strong brand building, and close connection to consumers.  

“We combine global expertise with local relevance, which allows us to stay competitive, even in very dynamic and price-driven markets like Romania. Overall, I believe our strength comes from consistently delivering on a very simple but powerful promise – making it easy for people to eat well every day,” she excites. 

DELICIOUS INNOVATION  

A key priority for Danone at present is developing innovation that responds to real consumer shifts whilst creating value for the category.  

One example is the launch of Activia Kefir, which has allowed the company to expand into the growing fermented space whilst simultaneously building on its strong credentials in digestive health.   

More consumers are rediscovering kefir and incorporating it into their daily routines, making it more accessible in a convenient format.  

Danone is also accelerating its plant-based agenda with innovations such as Alpro Matcha, responding to a growing demand for natural, functional, and trendy plant-based options.  

“By combining the benefits of plant-based nutrition with ingredients like matcha, we are bringing something new and differentiated to the category, targeting consumers who are looking for both health and experience,” states Corniciuc. 

Parallel to this is heavy investment in Danone Greek, one of the most dynamic segments in the market.  

Here, the brand’s focus is on expanding the range and building stronger consumer relevance in a category where shoppers are increasingly trading up for taste, thicker textures, higher protein content, and a more satisfying experience, particularly for breakfast or snacking. 

“Across all these initiatives, there is a common thread – we are leveraging our nutritional expertise and strong brands to innovate in areas where we see long-term growth potential, whether it’s functional health, plant-based, or benefit-led dairy,” she explains. 

At the same time, Danone ensures these innovations remain accessible and relevant for everyday consumption, which is key in a market like Romania. 

PROUD HERITAGE 

Danone has created a strong and meaningful heritage in the food industry, built on a simple but powerful belief – that nutrition can play a fundamental role in improving people’s health. 

Since its inception, the company has been deeply rooted in science and understanding the link between food and well-being.  

This long-standing commitment is reflected in its continuous focus on improving nutritional quality and developing products with proven health benefits, supported by research and innovation. 

At the same time, Danone has always been a mission-led company.  

“The idea of bringing health through food to as many people as possible has guided our decisions for decades – not only in terms of what we produce but also how we operate and the impact we want to have on society,” Corniciuc elaborates. 

In Romania, this heritage translates into a strong connection with consumers through trusted brands that have been part of everyday life for generations, whilst continuously evolving to meet new expectations around health, taste, and convenience. 

Looking ahead, the legacy Danone wants to build is about remaining relevant and responsible in a rapidly changing world. 

This means continuing to lead in areas like gut health, functional nutrition, and plant-based products, whilst also making sure healthier choices are accessible to as many people as possible.  

“It also means going further in sustainability and ensuring the way we produce food has a positive impact on both people and the planet,” she clarifies.  

ONE PLANET, ONE HEALTH 

The company believes its role goes beyond products – it aims to help people build healthier habits in a way that feels simple and accessible.  

“This is embedded in our vision of ‘One Planet, One Health’, which reflects the connection between personal well-being and the broader environment we live in,” Corniciuc prides.  

“What really matters to us is making this philosophy tangible in people’s daily lives through what we offer, how we communicate, and how we engage with communities.”  

When Danone succeeds in this regard, the company not only grows its business but also contributes in a meaningful way to society. 

“At Danone, we believe the future belongs to brands that can successfully combine scientific credibility with genuine human connection,” she concludes optimistically.