Alprois a European company based inGhent,[4]Belgium,that markets organic and non-organic,non-genetically modified,[5][6]plant-based products,such as foods and drinks made fromsoy,almonds,hazelnuts,cashew,rice,oatsorcoconut.[7][8][9]Alpro employs over 1,200 people in Europe and has three production facilities inBelgium,Franceand theUnited Kingdom.Alpro markets its products in Europe and beyond with the majority of its business in Europe.[10][11]
 | |
| Company type | Subsidiary |
|---|---|
| Industry | Food |
| Founded | May 27, 1980[1] |
| Founder | Vandemoortele Groep |
| Headquarters | , |
Key people | Sue Garfitt (CEO) |
| Products | |
Number of employees | 1,100 (2017)[2] |
| Parent | Danone |
| Website | alpro |
| Footnotes / references [3] | |
History
editAlpro was founded in 1980, as a subsidiary of the Vandemoortele Groep, which is based in Belgium. Alpro expanded across Europe and in 2000 built asoy milkplant inBurton Latimer,England.[12]
In 2008, Alpro launched the UK's first "reduced calorie soya alternative to yogurt" following the introduction of its Soy Light "reduced calorie soya milk" in 2006.[13]
Alpro's revenues are reported to have tripled during the period from 2000 to 2008. In 2009, beverages made up two-thirds of Alpro's revenues.[14]
In June 2009, Vandemoortele sold Alpro for an estimated US$455 million toDean Foods,[15][16]which marketed the "Silk"soy milk brand in the US.[17]
In June 2013,WhiteWave,the Dean Foods subsidiary that managed Alpro, was spun-off as an independent company – listing on theNew York Stock Exchange.[18]In July 2013, Dean Foods sold their remaining 19.9% stake in WhiteWave, thus ending their involvement with Alpro.[19]
In July 2016, it was announced that the French companyDanonewould purchase WhiteWave Foods for $10.4 billion.[20]The acquisition was completed in April 2017 and newly formed company is named "DanoneWave".[21]
In 2020, Alpro'sNo Sugarsoatmilk won the Lausanne Index Prize – Supreme Award, a processed food prize.[22]
Alpro's general manager is Sue Garfitt.[23]
Products
edit
Alpro distributes soya based vegan products under the brandsBelsoy,Alpro SoyaandProvamel.Products includesoya milk,[24]soy yogurt,soya cream and soya based desserts, plant-based margarines and plant-based ice cream. All products are made from either non-GM soya,almonds,hazelnuts,cashew,rice,oatsorcoconut.
The Provamel brand is reserved exclusively fororganicproducts (including many organic versions of Alpro Soya products), which are intended for sale only by independent health food retailers.[25]
Alpro soya milk scored best (out of 16 tested different plain soy milks), when rated by Germany's leading consumer safety groupStiftung Warentest.[26][27]
Other Alpro products include yogurt as well as "dessert andmeat alternativeproducts ".[14]
Marketing activities
editTo demonstrate Alpro's milk and yogurt alternatives, a year-long experiential marketing campaign gave consumers in the UK the opportunity to sample the breakfast menu products at various events andshopping centresaround the country.[28][29]Alpro also encouraged visitors to have their photo taken at the internet pod on the stand and upload it toFacebook,thereby joining the Alpro Soya Facebook page.[30]
See also
editReferences
edit- ^"Alpro".Jaarrekening.be.Retrieved7 August2013.
- ^"CEO Alpro moet na 16 jaar vertrekken"[Alpro CEO must leave after 16 years].De Tijd(in Dutch). 15 November 2017.
- ^"Gegevens van de geregistreerde entiteit".KBO Public Search.
- ^"40 years on, Alpro remains the plant-based force driving the Food Revolution".Alpro.2020-09-17.Retrieved2024-03-24.
- ^Evans, Paul (4 April 2007)."Heart of the Mata".The Guardian.Retrieved2024-03-24.
- ^GM Food Survey 2004Archived2020-07-16 at theWayback MachineJune 2005 Food Safety
- ^Marlow, Ben (2009-04-26)."Unilever's spree".The Times.Archivedfrom the original on 2021-10-08.
- ^"Activity rises as market develops a healthy appetite".Financial Times.March 26, 2007.
- ^"Alpro expands UK soy milk range with chocolate flavor".The Organic & Non-GMO Report.August 2003.Retrieved2024-03-24.
- ^Robinson-Jacobs, Karen (16 January 2010)."Dean Foods expands soy menu to Europe by acquiring Belgium's Alpro".The Dallas Morning News.Archived fromthe originalon 2010-01-16.
- ^"Alpro Facts Sheet"(PDF).Corporate.alpro. Archived fromthe original(PDF)on 2016-03-04.Retrieved2016-01-14.
- ^"About Alpro".Alpro.Retrieved2021-06-02.
- ^"Alpro soya launches dairy-free yogurt alternative".Talking Retail.15 January 2008.Archivedfrom the original on 2015-11-25.
- ^ab"UPDATE 2-Dean Foods to buy European soy products business".Reuters.15 June 2009. Archived fromthe originalon 2023-09-28.
- ^Alpro website press communique
- ^"Press | Alpro".Corporate.alpro. Archived fromthe originalon 2012-05-11.Retrieved2013-07-26.
- ^"Dean Foods buys Alpro for about $455M".Dallas Business Journal.The Business Journals. 2009-07-06.Archivedfrom the original on 2009-07-26.Retrieved2024-03-24.
- ^"WhiteWave Foods".whitewave.Archived fromthe originalon 2015-01-18.Retrieved2014-12-01.
- ^"Dean Foods - Press Release".Archived fromthe originalon 2014-11-03.Retrieved2014-12-01.
- ^Kowitt, Beth (2016-07-13)."Danone CEO: Here's Why We're Buying WhiteWave".Fortune.Retrieved2024-03-23.
- ^Cornall, Jim (2017-04-12)."Danone completes acquisition of WhiteWave to create DanoneWave".DairyReporter.
- ^"2020 L.I.P. Supreme Award - Alpro".Archived fromthe originalon 2021-02-07.Retrieved2021-02-03.
- ^"Sue Garfitt, CEO, Alpro".CBI.Retrieved2021-06-02.
- ^Ursell, Amanda (2005-12-04)."Have your milk".The Times.Archivedfrom the original on 2024-03-24.
- ^"Provamel".Archived fromthe originalon 2020-01-21.Retrieved2010-03-06.
- ^"Stiftung Warentest, Germany's leading consumer safety group".Retrieved2013-07-26.
- ^"Alpro Soya Calcium - Test"(in German). Testberichte.de.Retrieved2013-07-26.
- ^"Alpro goes big on samples: Plant Power pioneer hits the road with immersive experience".Fieldmarketing.Retrieved2021-06-02.
- ^"Alpro Brand Sampling Experience in Network Rail train station".SpaceandPeople.2019-03-08.Retrieved2021-06-02.
- ^"Alpro Experiential Marketing Results".iD Experiential. Archived fromthe originalon 2011-08-07.Retrieved2011-02-04.
External links
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