simplified. enhanced. all for customers.

As part of Dawn’s ongoing commitment to provide our customers with the products, insights and strategies to grow the bakery business, we are excited to share how we are revitalizing our product portfolio with you in mind.


revitalized product portfolio

At the heart of our revitalized portfolio are our products—better defined and better organized so our customers can find them more easily and use with greater confidence. There are also benefits for each and every team member at Dawn that will impact how we work and the success we will achieve.






DAWN: Trusted Quality

Tried and true products that provide consistent quality and performance.





Dawn’s premium, differentiated product line that delivers category-leading quality and performance.




DAWN BALANCE: Better for you

Better-for-you products that don’t sacrifice taste or performance.



Benefits for you

1. New portfolio organization

  • Easier to finds the right products to grow the business
  • Easier to make connections across categories due color coding


2. Improved packaging

  • Easier to navigate via products in the storage or warehouse
  • Easier to find product information on the new packaging


Simplify your operations, grow your bottom line!

Benefits for Sales

1. New portfolio organization

  • Easier to understand and explain the Dawn's product offer
  • Easier to find the right products for customers' needs
  • Easier to read the descriptions in systems, on invoices etc.


2. Improved Dawn's sales and
product tools and training


Grow your sales and commissions!


DAWN's revitalized
product portfolio

DAWN - Trusted quality

DAWN EXCEPTIONAL - Our very best

DAWN BALANCE- Better for you

In order to meet your needs and help to grow your business we will:

  • Reduce complexity through our streamlined product portfolio & packaging
  • Save your time and make it easier to find the right products
  • Provide simplified and consistent information about our products



Simplified. Enhanced. All for you.


Our new look
at a glance


Each product pillar has updated packaging, making our products more identifiable and easy to understand and navigate.

While the look is different, the quality and consistency of our products are the same you’ve trusted for generations.






What is not changing*:

  • No formula changes
  • No SKU number changes
  • No price increase due to packaging changes
* As a general principle, in some cases the changes will be needed to improve portfolio














  • Gradual transition: product category by category – not all at once.
  • Transition starts Summer 2019 with 2 categories: custards cremes and 3,5kg mixes
  • All portfolio to be transitioned by the end 2020.