Danone and Wells Enterprises Use Consumer Data to Uncover Trends and Optimize Promotions

Danone and Wells Enterprises are deepening their use of real-time consumer data to uncover emerging category trends, streamline promotional efforts, and align inventory more closely with demand across frozen and refrigerated segments.

By partnering with data intelligence platform IRI (now part of Circana), both companies have been able to identify shifting consumer preferences earlier and adjust pricing, promotional cadence, and retail execution strategies accordingly. The result: more targeted campaigns, improved return on trade spend, and faster adaptation to market dynamics.

Danone has used these insights to fine-tune yogurt assortment and pricing based on localized patterns, while Wells — the maker of Blue Bunny and Halo Top — has applied the approach to ice cream categories, adapting in-store visibility and promo timing to better match shopper behavior.

corpbrief insight:

Data isn’t just a rearview mirror — it’s a steering wheel. Danone and Wells show how live insights can turn promotion from guesswork into growth, especially in fast-moving categories.