Dive Brief:

• Danone North America's new Honest to Goodness brand is launching a line of vegan plant-based creamers that support local communities where its ingredients are sourced and prioritizes the transparency of its supply chain. 

• The brand's website features a FAQ section explaining where each ingredient in its creamers comes from, including Brazilian organic sugar, coconuts from the Philippines, fava bean protein from the U.S. and salt from the Himalayas. 

• In addition to embracing transparency, Honest to Goodness is making community support a key piece of the brand's identity. As part of the plant-based creamer's debut, the brand is partnering with EarthDay.org's The Canopy Project in Madagascar to work with local tree-planting groups to promote environmental literacy and agroforestry best practices as well as support economic development.

Dive Insight

Honest to Goodness' new coffee creamers aim to do more than offer another option for the morning coffee routine — they are also helping Danone North America define its commitment to transparency.

Consumers have been vocal in asking brands to be more transparent about how their food is made. According to a 2019 report from NielsenIQ, consumers have adopted a "healthy for me, healthy for we" mindset when shopping. Along with thinking about the supply chain when shopping, consumers also are more willing to spend their money on brands that align with their values.  A 2019 study from Toluna found consumers will pay up to 5% more for environmentally friendly products.

Other companies are making strides toward transparency and sustainability. Cargill has committed to improve the traceability of its palm oil supply chain, and has adopted 100% traceability for its products sourced with cocoa, according to Food Ingredients First. The food processor also created a Sustainable Cookie Concept in which each major ingredient in the prototype treat will offer transparency and sustainability. And Nestlé, the world's largest food manufacturer, is working with its farmers and suppliers on regenerative agricultural practices. 

Honest to Goodness also explains its commitment to Danone North America's goals as a B Corp in making the creamers. As the world's largest B Corp company, the maker of Silk plant-based beverages, Dannon yogurt and Evian water has agreed to use its business as a force for good by setting social and environmental, accountability and transparency goals. Most recently, it upped its commitments to improve water stewardship and adopt sustainable agricultural practices as part of the Ceres and World Wildlife Fund AgWater Challenge. 

For now, Honest to Goodness is focused on creamers, but if all goes well, it could expand into other product segments that can benefit from its "purpose-driven" approach. Its success also could encourage other companies to consider launching new brands dedicated to transparency around ingredients, and be more forthcoming about how they source, produce and distribute all of their products.