Danone and ONC Conduct Co-branding

The MEG-3 logo shows that the product contains the highest quality fish oil ingredient, it also tells consumers that it has EPA and DHA, the important heart healthy forms of Omega-3.

24/01/06 Ocean Nutrition Canada Limited (ONC), supplier of MEG-3 brand Omega-3 EPA/DHA food and dietary supplement ingredients has signed a trademark license agreement with Danone Canada Inc. enabling them to include the MEG-3 brand in marketing their omega-3 yogurt products to consumers. This January, Danone launched their first 0% M.F. yogurt product, Cardivia, with the MEG-3 brand.

ONC write that the MEG-3 brand was designed to show consumers the product they are purchasing contains the trusted source of fish oil ingredients. Not only does the MEG-3 logo show that the product contains the highest quality fish oil ingredient, it also tells consumers that it has EPA and DHA, the important heart healthy forms of Omega-3. The MEG-3 brand is now featured on the ingredients panel of Cardivia yogurt, which is available in retail stores across Canada.

Tom Pugh, Director of Marketing with Danone Canada Inc., said, “We see real value in co-branding our Cardivia yogurt with MEG-3 because it clearly communicates to consumers that they are getting EPA and DHA from fish oil, which has been demonstrated through thousands of studies to support good heart health.” He continued, “By placing the MEG-3 brand on our Cardivia yogurt package, we are telling our consumers that they are getting the heart healthy benefits of fish (without the fish taste!) conveniently with our delicious Cardivia yogurt.”

The MEG-3 brand has now been licensed to 15 branded products in the healthy food and dietary supplement markets. Canadian healthy food co-branding partnerships include Danone Cardivia yogurt, Farmers Choice Milk Beverage, Cali-Wraps with MEG-3 tortillas, and Sunkist brand Omega-3 citrus soft chews.

Ian Lucas, Executive Vice President of Global Marketing with ONC, said, “Danone’s decision to co-brand with the MEG-3 reflects the strong value the MEG-3 brand offers as a source of differentiation for consumers.” Lucas continued, “The Danone brand is all about trust, which MEG-3 supports because consumers will be able to see that they are getting the most trusted source of heart healthy omega-3s, EPA and DHA from fish oil, by eating new, delicious Cardivia yogurt.”