Yoghurt Shelf-Life Awareness

EU & US research showed a significant share of yoghurt waste at home was caused by consumers discarding products based solely on date labels, even when the yoghurt was still safe to eat. In an attempt to address this, Danone transitioned 100% of its eligible yoghurt and plant based products in Europe from “use by” to “best before” dates—a move designed to reduce food waste in the home without compromising safety.

The distinction is important: “use by” dates relate to safety, while “best before” dates refer to quality. Given yoghurt’s natural acidity and production process, when stored correctly, it remains safe to consume beyond the best before date if it still looks, smells, and tastes normal.

The change followed a structured four-step process: assessing local regulations and food safety; confirming that product quality—like acidity and texture—met consumer expectations; aligning with key stakeholders; and updating packaging and communication materials.

Danone partnered with Too Good To Go to build consumer understanding, using the “Look, Smell, Taste – Don’t Waste” logo on packs and conducting in-store tastings to demonstrate that yoghurt can still be safe after the best before date.

By empowering consumers to trust their senses, this initiative helps reduce unnecessary household waste and reinforces Danone’s commitment to sustainability and smarter consumption habits.