Alpro
{{Short description|Food company}}
{{Infobox company
| name = Alpro
| logo = Alpro 2019 logo.png
| logo_size = 200
| image =
| image_size =
| image_caption =
| type = Subsidiary
| industry = Food
| founded = {{sda|1980|05|27}}{{cite web|url=https://jaarrekening.be/nl/alpro/0420.429.375|title=Alpro|publisher=Jaarrekening.be|access-date=7 August 2013}}
| founder = Vandemoortele Groep
| hq_location_city = Ghent
| hq_location_country = Belgium
| key_people = Sue Garfitt (CEO)
| products = {{Unbulleted list|Plant milk|Dairy alternatives}}
| num_employees = 1,100 (2017){{cite news |url=https://www.tijd.be/ondernemen/voeding-drank/ceo-alpro-moet-na-16-jaar-vertrekken/9953426.html |title=CEO Alpro moet na 16 jaar vertrekken |trans-title=Alpro CEO must leave after 16 years |date=15 November 2017 |newspaper=De Tijd |language=nl}}
| parent = Danone
| website = {{URL|alpro.com}}
}}
Alpro is a European company based in Ghent,{{cite web |url=https://www.alpro.com/uk/news/our-pledge-2025/ |title=40 years on, Alpro remains the plant-based force driving the Food Revolution |date=2020-09-17 |website=Alpro |access-date=2024-03-24}} Belgium, that markets organic and non-organic, non-genetically modified,{{cite news |last=Evans |first=Paul |url=https://www.theguardian.com/environment/2007/apr/04/conservationandendangeredspecies.guardiansocietysupplement|title=Heart of the Mata |work=The Guardian |date=4 April 2007 |access-date=2024-03-24}}[http://www.fsai.ie/uploadedFiles/Monitoring_and_Enforcement/Monitoring/Surveillance/GM_survey_2004.pdf GM Food Survey 2004] {{Webarchive|url=https://web.archive.org/web/20200716162426/https://www.fsai.ie/uploadedFiles/Monitoring_and_Enforcement/Monitoring/Surveillance/GM_survey_2004.pdf |date=2020-07-16 }} June 2005 Food Safety plant-based products, such as foods and drinks made from soy, almonds, hazelnuts, cashew, rice, oats or coconut.{{cite web |last=Marlow |first=Ben |url=https://www.thetimes.com/article/unilevers-spree-fglv6x5d20g |title=Unilever's spree |work=The Times |date=2009-04-26 |url-access=limited |archive-url=https://archive.today/20211008135924/https://www.thetimes.co.uk/article/unilevers-spree-fglv6x5d20g |archive-date=2021-10-08 |url-status=live}}{{cite news|url=http://www.ft.com/cms/s/0/fc4cf6b6-db2d-11db-ba4d-000b5df10621.html?nclick_check=1|title=Activity rises as market develops a healthy appetite|date= March 26, 2007|publisher= Financial Times}}{{cite web |url=https://non-gmoreport.com/article-categories/articles/millenium/soymilkalproUK.php |title=Alpro expands UK soy milk range with chocolate flavor |website=The Organic & Non-GMO Report |date=August 2003 |access-date=2024-03-24}} Alpro employs over 1,200 people in Europe and has three production facilities in Belgium, France and the United Kingdom. Alpro markets its products in Europe and beyond with the majority of its business in Europe.{{cite web |last=Robinson-Jacobs |first=Karen |url=http://www.dallasnews.com/sharedcontent/dws/bus/stories/DN-deanfoods_16bus.ART.State.Edition1.4106b8f.html |title=Dean Foods expands soy menu to Europe by acquiring Belgium's Alpro |website=The Dallas Morning News |date=16 January 2010 |archive-url=https://web.archive.org/web/20100116010232/http://www.dallasnews.com/sharedcontent/dws/bus/stories/DN-deanfoods_16bus.ART.State.Edition1.4106b8f.html|archive-date=2010-01-16}}{{cite web |url=http://www.alpro.com/corporate/upload/press/misc/alpro-factsheets-feb2015-en9.pdf |title=Alpro Facts Sheet |publisher=Corporate.alpro.com |access-date=2016-01-14 |archive-url=https://web.archive.org/web/20160304043251/http://www.alpro.com/corporate/upload/press/misc/alpro-factsheets-feb2015-en9.pdf |archive-date=2016-03-04 |url-status=dead }}
History
Alpro was founded in 1980, as a subsidiary of the Vandemoortele Groep, which is based in Belgium. Alpro expanded across Europe and in 2000 built a soy milk plant in Burton Latimer, England.{{Cite web|title=About Alpro|url=https://www.alpro.com/uk/about-alpro|access-date=2021-06-02|website=Alpro.com|language=en-GB}}
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.{{cite web |url=https://www.talkingretail.com/products-news/alpro-soya-launches-dairy-free-yogurt-alternative-15-01-2008/ |title=Alpro soya launches dairy-free yogurt alternative |website=Talking Retail |date=15 January 2008 |archive-url=https://web.archive.org/web/20151125112252/http://www.talkingretail.com/products-news/alpro-soya-launches-dairy-free-yogurt-alternative/ |archive-date=2015-11-25 |url-status=live}}
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.{{cite news|url=https://www.reuters.com/article/idUSN1517982620090615|title=UPDATE 2-Dean Foods to buy European soy products business|work=Reuters|date=15 June 2009 |archive-url=https://web.archive.org/web/20230928144019/https://www.reuters.com/article/idUSN1517982620090615 |archive-date=2023-09-28}}
In June 2009, Vandemoortele sold Alpro for an estimated US$455 million to Dean Foods,Alpro website press communique{{cite web |url=http://corporate.alpro.com/en/press-corner.html |title=Press | Alpro |publisher=Corporate.alpro.com |access-date=2013-07-26 |archive-url=https://web.archive.org/web/20120511153617/http://corporate.alpro.com/en/press-corner.html |archive-date=2012-05-11 |url-status=dead }} which marketed the "Silk" soy milk brand in the US.{{cite web |url=https://www.bizjournals.com/dallas/stories/2009/07/06/daily1.html |title=Dean Foods buys Alpro for about $455M |website=Dallas Business Journal |publisher=The Business Journals |date=2009-07-06 |access-date=2024-03-24 |url-access=subscription |archive-url=https://web.archive.org/web/20090726111813/https://www.bizjournals.com/dallas/stories/2009/07/06/daily1.html |archive-date=2009-07-26 |url-status=live}}
In June 2013, WhiteWave, the Dean Foods subsidiary that managed Alpro, was spun-off as an independent company – listing on the New York Stock Exchange.{{cite web|url=http://www.whitewave.com/news/north-america/whitewave-spin-off-from-dean-foods-completed|title=WhiteWave Foods|work=whitewave.com|access-date=2014-12-01|archive-url=https://web.archive.org/web/20150118164855/http://www.whitewave.com/news/north-america/whitewave-spin-off-from-dean-foods-completed|archive-date=2015-01-18|url-status=dead}} In July 2013, Dean Foods sold their remaining 19.9% stake in WhiteWave, thus ending their involvement with Alpro.{{cite web|url=http://www.deanfoods.com/our-company/news-room/press-release.aspx?StoryID=1841335 |title=Dean Foods - Press Release |access-date=2014-12-01 |url-status=dead |archive-url=https://web.archive.org/web/20141103153236/http://www.deanfoods.com/our-company/news-room/press-release.aspx?StoryID=1841335 |archive-date=2014-11-03 }}
In July 2016, it was announced that the French company Danone would purchase WhiteWave Foods for $10.4 billion.{{cite web |last=Kowitt |first=Beth |url=https://fortune.com/2016/07/13/danone-whitewave-acquisition-2/ |title=Danone CEO: Here's Why We're Buying WhiteWave |website=Fortune |date=2016-07-13 |access-date=2024-03-23}} The acquisition was completed in April 2017 and newly formed company is named "DanoneWave".{{cite web |last=Cornall |first=Jim |url=https://www.dairyreporter.com/Article/2017/04/13/Danone-completes-acquisition-of-WhiteWave-to-create-DanoneWave |title=Danone completes acquisition of WhiteWave to create DanoneWave |website=DairyReporter |date=2017-04-12}}
In 2020, Alpro's No Sugars oatmilk won the Lausanne Index Prize – Supreme Award, a processed food prize.{{cite web|url=https://www.li-p.org/merit/en/alpro-oat-no-sugars|title=2020 L.I.P. Supreme Award - Alpro|access-date=2021-02-03|archive-date=2021-02-07|archive-url=https://web.archive.org/web/20210207023533/https://www.li-p.org/merit/en/alpro-oat-no-sugars|url-status=dead}}
Products
{{multiple image
| align =
| total_width = 350
| image1 = Soy yogurt image2.jpg
| caption1 = Soya yoghurt
| image2 = Alpro almond milk.jpg
| caption2 = Almond milk
}}
Alpro distributes soya based vegan products under the brands Belsoy, Alpro Soya and Provamel. Products include soya milk,{{cite news |last=Ursell |first=Amanda |url=https://www.thetimes.com/article/have-your-milk-7j8lnks33fj |title=Have your milk |newspaper=The Times |date=2005-12-04 |url-access=limited |archive-url=https://ghostarchive.org/archive/20240324094427/https://www.thetimes.co.uk/article/have-your-milk-7j8lnks33fj |archive-date=2024-03-24 |url-status=live}} 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, oats or coconut.
The Provamel brand is reserved exclusively for organic products (including many organic versions of Alpro Soya products), which are intended for sale only by independent health food retailers.{{cite web|url=http://www.provamel.be/Eng_ENG/getpage.asp?i=453|title=Provamel|access-date=2010-03-06|archive-date=2020-01-21|archive-url=https://web.archive.org/web/20200121185436/https://www.provamel.com/benl|url-status=dead}}
Alpro soya milk scored best (out of 16 tested different plain soy milks), when rated by Germany's leading consumer safety group Stiftung Warentest.{{cite web|url=https://www.google.com/#hl=en&source=hp&q=Stiftung+Warentest%2C+Germany's+leading+consumer+safety+group |title=Stiftung Warentest, Germany's leading consumer safety group |access-date=2013-07-26}}{{cite web|url=http://www.testberichte.de/test/produkt_tests_alpro_soya_calcium_p115667.html |title=Alpro Soya Calcium - Test |language=de |publisher=Testberichte.de |access-date=2013-07-26}}
Other Alpro products include yogurt as well as "dessert and meat alternative products".
Marketing activities
To 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 and shopping centres around the country.{{Cite web|title=Alpro goes big on samples: Plant Power pioneer hits the road with immersive experience|url=http://fieldmarketing.com/news/alpro-goes-big-samples-plant-power-pioneer-hits-road-immersive-experience/|access-date=2021-06-02|website=Fieldmarketing|date=19 February 2019 |language=en-GB}}{{Cite web|date=2019-03-08|title=Alpro Brand Sampling Experience in Network Rail train station|url=https://www.spaceandpeople.co.uk/alpro-sampling-activation-campaign-train-stations/|access-date=2021-06-02|website=SpaceandPeople|language=en-GB}} Alpro also encouraged visitors to have their photo taken at the internet pod on the stand and upload it to Facebook, thereby joining the Alpro Soya Facebook page.{{cite web |url=http://www.idexperiential.co.uk/Clients/Alpro#content |title=Alpro Experiential Marketing Results |publisher=iD Experiential |access-date=2011-02-04 |archive-url=https://web.archive.org/web/20110807013204/http://www.idexperiential.co.uk/Clients/alpro#content |archive-date=2011-08-07 |url-status=dead }}
See also
References
{{Reflist|2}}
External links
{{Commonscat}}
- {{official website}}
{{Group Danone}}
{{Plant milk}}
{{Milk substitutes|state=collapsed}}
{{Soy|state=collapsed}}
{{Authority control}}
{{DEFAULTSORT:Alpro}}
Category:Food and drink companies of Belgium
Category:Vegetarian companies and establishments
Category:Food and drink companies established in 1980