Danone has launched ‘Horizon Growing Years’ an organic milk specially formulated for children aged one to five years. This bridges the gap between infant formula and standard milk.

This product responds to the current demand for healthy nutrition for children, both in terms of its organic credentials and its formulation.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

Toddler milk has recently been growing rapidly in popularity, with an overall increase of 26 per cent in value from 2012 to 2018. GlobalData estimates that growing-up milks now account for a quarter of value sales.

Danone already has a foothold in organic baby food in the shape of its Happy Family Organics subsidiary, acquired in 2013. In addition to its broad range of meals and snacks, Happy Family also sells powdered organic infant formula. It markets products for different aged children under the Happy Baby, Happy Tot and Happy Kid brands.

Horizon Growing Years contains a number of nutrients specially formulated for young children. Many of these are also commonly found in infant formula. These include

  • DHA — which is claimed to support brain health
  • choline — to transport DHA around the body
  • prebiotics – to encourage the growth of good gut bacteria
  • vitamin D and calcium — to aid bone growth

Brand loyalty could be key for success

Interestingly Danone has chosen to use the Horizon brand rather than building on the loyalty of its Happy Baby customers. Horizon markets a broad range of organic dairy products. However, they decided to position Horizon Growing Years first as an organic milk product and second as a product for growing children.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

It may be that Danone has missed a golden opportunity here. Co-branding the product as Horizon Happy Kid would have allowed them to exploit brand loyalty from two different user groups. This would also enable them to bring the Happy Family range out of the baby food aisle and into the mainstream.