FRANCE – Following an agreement between French producers and retailers on June 17, Danone group’s subsidiaries have made a proposal to retailers for the joint financing of a product price cut.

Danone has agreed to drop its prices for certain products by as much as 19%, rather than 2% across its entire brand range, although this will still affect 250 products, about one-third of the group’s sales volumes in France.

The move is part of an industry-wide attempt to get consumers to buy more brand name products by bringing prices down across the board. Danone yogurt and Dannette desserts are two examples of products that will have their prices cut.