Alpro
Alpro is a company based in the U.K. that markets organic and non-organic, non-genetically modified,[1][2] soy based food and drink products.[3][4][5]It employs about 750 people and has manufacturing plants in Belgium, France, the United Kingdom and the Netherlands.[6]
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[edit] History
Alpro was founded in 1980, as a subsidiary of the Vandemoortele Group which is based in Belgium. Alpro expanded across Europe and in 2000 built a soy milk plant in Kettering, England.
In 2008 Alpro launched the U.K.’s first “reduced calorie soya alternative to yogurt” following the introduction of its Soy Light “reduced calorie soya milk” in 2006.[7]
Alpro's revenues are reported to have tripled during the period from 2000 to 2008. Beverages make up two-thirds of Alpro's revenues. [8]
In June 2009 Vandemoortele, N.V sold Alpro for an estimated $455 million USD to the Dean Foods Company[9][10], the largest dairy company in the world, which markets the "Silk" soy milk brand in the USA.[11]
Alpro's chief executive is Bernard Deryckere.[12]
[edit] Products
Alpro distributes soya based vegetarian / vegan products under the brands Alpro Soya and Provamel. 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 [7]. Products include soya milk,[13] soya yogurt, soya cream and soya based desserts.
Alpro soya milk scored best (highest score out of 16 tested different plain soy milks), when rated by Germany's leading consumer safety group Stiftung Warentest.[14][15]
Alpro also makes yogurt, dessert and meat alternative products.[16]
[edit] Marketing Activities
To demonstrate Alpro’s milk and yogurt alternatives, a yearlong experiential marketing campaign gave consumers the opportunity to sample the breakfast menu products at various events and shopping centres around the country. Alpro also encourage visitors to have their photo taken at the internet pod on the stand and upload it to Facebook, therefore joining the Alpro Soya Facebook page. [17]
[edit] References
- ^ Heart of the Mata 4 April 2007 The Guardian
- ^ GM Food Survey 2004 June 2005 Food Safety
- ^ Unilever’s spree April 26, 2009 The Sunday Times
- ^ Activity rises as market develops a healthy appetite March 26, 2007 Financial Times
- ^ Alpro expands UK soy milk range with chocolate flavor The Organic & Non-GMO Report
- ^ Dallas News,Dean Foods Expands, Karen Robinson, June 16 2009, [1]
- ^ Talking Retail, Jan 15 2008, [2]
- ^ Reuters, Dean Foods to Buy European Soy Products Business, June 15 2009 [3]
- ^ Alpro website press communique
- ^ http://corporate.alpro.com/en/press-corner.html
- ^ Dallas Business Journal, Deans Foods Buys Alpro, July 6 2009,[4]
- ^ Dallas News,Dean Foods Expands, Karen Robinson, June 16 2009, [5]
- ^ Have your milk December 4, 2005 The Sunday Times
- ^ Stiftung Warentest, Germany's leading consumer safety group
- ^ Alpro Soya Calcium - Test
- ^ Reuters, Dean Foods to Buy European Soy Products Business, June 15 2009 [6]
- ^ "Alpro Experiential Marketing Results". iD Experiential. http://www.idexperiential.co.uk/Clients/Alpro#content.
[edit] External links
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