Danone has discontinued the Prostokvashino brand in Ukraine and unveiled a new brand called Prosto Nashe on Ukraine’s Independence Day.
The launch of the new brand, which translates to “simply ours” in Ukrainian, marks Danone’s commitment to the Ukrainian market and its efforts to cater to local consumers’ needs. Prosto Nashe will offer a diverse range of dairy products, including milk, kefir, ryazhanka, sour cream, and cottage cheese. These products will be manufactured at the Danone plant in Kremenchuk, Poltava region, using locally sourced milk from nearby farms.
Previously, Danone marketed its Ukrainian product line under the Prostokvashino brand, which originated from a popular Soviet-era cartoon series.
Evgeny Bardzik, marketing manager of Prosto Nashe, expressed the company’s commitment to maintaining the high quality and taste of their dairy products, as well as supporting local farmers who supply them with raw materials. By leaving the Prostokvashino name behind, Danone aims to highlight its production expertise and dedication to satisfying consumer demands.
Andriy Poluektov, the marketing director for Danone in Ukraine, emphasized that the Prosto Nashe brand reflects the core values of care for loved ones and exceptional quality and taste. He believes that these simple values are crucial, especially in today’s context.
In relation to Danone’s recent developments, we contacted the company for further comment. Furthermore, the Kremlin’s seizure of Danone’s Russian operations and assets owned by Danish brewer Carlsberg last month has raised concerns. However, Danone has affirmed that it still retains ownership of the seized operations.
