French food and beverage manufacturer Danone has announced the introduction of a new brand named Prosto Nashe (Ukrainian for “simply ours”) for traditional dairy products in the Ukrainian market, news agency Interfax-Ukraine reported on Aug. 24.
Previously, this product line was marketed under the Prostokvashino brand, which stems from Soviet-era cartoon series, and has recently become associated with Russian cultural imperialism.
“This brand is replacing the Prostokvashino brand, which has run its course with the arrival of fundamental cultural and value changes in Ukrainian society,” the company said.
“The launch of a new Ukrainian brand is another symbolic step towards the strengthening of uniqueness and authenticity of [our] Ukrainian production.”
The company spent about a year working on the project. The brand will feature a range of products including milk, kefir, buttermilk, sour cream, and cottage cheese. All production will take place at the Danone plant in Kremenchuk, Poltava Oblast.
Earlier, it was reported that Russia had nationalized the local subsidiary of Danone. The enterprise is now led by Ramzan Kadyrov's nephew, Yakub Zakriev.
Will you support Ukraine’s free press?
Dear reader, as all news organizations, we must balance the pressures of delivering timely, accurate, and relevant stories with requirements to fund our business operations.
As a Ukrainian-based media, we also have another responsibility – to amplify Ukraine’s voice to the world during the crucial moment of its existence as a political nation.
It’s the support of our readers that lets us continue doing our job. We keep our essential reporting free because we believe in our ultimate purpose: an independent, democratic Ukraine.
If you’re willing to support Ukraine, consider subscribing to our Patreon starting from 5$ per month. We are immensely grateful.
Please help us continue fighting Russian propaganda.
Truth can be hard to tell from fiction these days. Every viewpoint has its audience of backers and supporters, no matter how absurd.
If conscious disinformation is reinforced by state propaganda apparatus and budget, its outcomes may become deadly.
There is no solution to this, other than independent, honest, and accurate reporting.
We remain committed to empowering the Ukrainian voice to push against the muck. If you’re willing to stand up for the truth – consider supporting us on Patreon starting from 5$ per month. Thank you very much.
Will you help tell Ukraine’s story to the world?
Twenty years ago, most people hadn’t even heard of Ukraine. Today, the country is on everyone’s lips and everyone’s headlines. War pushed us on the front page. But there are many other things we do that we are proud of – from music and culture to technology.
We need your help to tell the world Ukrainian story of resilience, joy, and survival. If you’re willing to back our effort, consider supporting us on Patreon starting from 5$ per month. We are immensely grateful.