Danone ceases Bonafont production in Brazil

Danone has ended production of its Bonafont water brand in Brazil, including activities at its facility in Jacutinga, Minas Gerais. 

According to a statement, the change is part of Danone’s new business strategy. The company says it has decided to focus its local business on other growing major categories.

A spokesperson for Danone told FoodBev: “We reviewed our portfolio in Brazil and, as a result of this analysis, decided to focus our business on the largest, most profitable, and growing categories. Therefore, as of 3 September, we will stop the water production of Bonafont water in Brazil”.

With a focus on its main portfolios, such as dairy and plant-based products and specialised nutrition, Danone says that it will be able to allocate more resources to continuous innovation and meet consumer demands.

Danone has asked consumers to verify the manufacturing date of its Bonafont water products – no later than 3 September – to ensure that they are consuming the original water brand.

The company has tried to minimise the impact on employees by allocating them to other areas, as well as ensuring adequate termination conditions, including a special package above legal requirements, a requalification programme and a specialised professional relocation service.

Bonafont will not be replenished once it leaves the shelves; however, the brand will continue to supply its water to other countries, such as Mexico.

Danone said: “The decision to discontinue the water category in Brazil does not affect other markets where Bonafont is present, nor the Danone’s water category worldwide. Waters is an important category that is at the heart of our mission. Water is the healthiest drink, and we bring healthy hydration to people in the most sustainable way.”