Alpro

Alpro is a Belgian-origin plant-based food and beverage brand headquartered in Ghent and owned by Danone. Founded in 1980 as a subsidiary of the Vandemoortele Groep, the company initially developed around soy-based products and later expanded into a broad portfolio of plant-based drinks, fermented alternatives, desserts, creams, spreads, ice cream and meat-alternative products. Its products are made from plant sources including soy, almonds, hazelnuts, cashews, rice, oats and coconut. The brand markets both organic and non-organic products and describes its ingredients as non-genetically modified. Organic products have also been marketed under the Provamel name, while Alpro Soya and Belsoy have been used for soy-based or related offerings in particular markets. Alpro expanded from Belgium across Europe during the 1980s and 1990s. In 2000 it opened a soy-milk production plant in Burton Latimer, England, strengthening its manufacturing presence in the United Kingdom. During the 2000s the company broadened its offer beyond conventional soy milk. It introduced a reduced-calorie soy milk in the United Kingdom in 2006 and followed it in 2008 with what was described as the country's first reduced-calorie soy alternative to yogurt. Beverages remained the largest part of the business at the end of that decade, while the product range increasingly addressed consumers seeking dairy alternatives, vegetarian and vegan options, or lower-animal-product diets. In June 2009, Vandemoortele sold Alpro to Dean Foods, a United States dairy and food company that also marketed Silk soy milk. Alpro was subsequently managed through WhiteWave, a Dean Foods subsidiary focused on plant-based and organic food brands. WhiteWave was separated from Dean Foods in 2013 and became an independently listed company on the New York Stock Exchange; Dean Foods disposed of its remaining stake later that year. Danone announced an agreement to acquire WhiteWave in 2016, and the transaction was completed in April 2017. Alpro consequently became part of Danone's international plant-based products business while retaining its own consumer-facing brand identity. Alpro's principal markets are in Europe, where it sells through grocery retail and, in some markets, food-service channels. The brand's range and recipes differ by country, including the availability of soy, oat, almond, coconut and other variants, as well as organic products. Alpro operates production facilities in Belgium, France and the United Kingdom and employs more than 1,200 people in Europe according to the referenced encyclopedia material. Its positioning has evolved from a specialist soy alternative into a mainstream plant-based brand covering everyday drinking, breakfast, cooking, snacking and dessert occasions. In 2020, Alpro No Sugars oatmilk received the Lausanne Index Prize Supreme Award, a recognition associated with processed food products.

Alpro was established in Belgium in 1980 as a subsidiary of Vandemoortele Groep. Its original business centered on soy-based foods and drinks, at a time when plant-based products were principally associated with specialist health-food and vegetarian markets. The company gradually expanded throughout Europe and built manufacturing capacity outside Belgium. A significant step came in 2000, when Alpro opened a soy-milk plant at Burton Latimer in England. During the 2000s, Alpro developed products intended to make plant-based consumption more accessible in ordinary grocery and breakfast occasions. In the United Kingdom it launched a reduced-calorie soy milk in 2006 and a reduced-calorie soy alternative to yogurt in 2008. The company also broadened its ingredients and formats beyond soy. By the end of the decade, beverages accounted for roughly two-thirds of its revenues according to the referenced material, and reported revenues had grown substantially between 2000 and 2008. In June 2009, Vandemoortele sold Alpro to Dean Foods. The acquisition connected Alpro with Dean Foods' Silk soy brand in the United States. Alpro was managed by WhiteWave, a Dean Foods subsidiary whose activities included plant-based and organic brands. WhiteWave became an independent, publicly traded company in 2013 when it was spun off from Dean Foods. Dean Foods sold its remaining minority holding in WhiteWave later in 2013, ending its ownership connection with Alpro. Danone agreed in 2016 to acquire WhiteWave Foods for approximately US$10.4 billion, subject to completion conditions. The deal closed in April 2017. Alpro then became part of Danone's plant-based foods and beverages activities. The combined business was initially associated with the DanoneWave structure, while Alpro continued to operate as a distinct consumer brand in its established markets. The modern Alpro portfolio includes drinks based on soy, oats, almonds, hazelnuts, cashews, rice and coconut, together with plant-based fermented products, desserts, creams, spreads, ice cream and meat alternatives. Products are marketed in organic and non-organic forms, and the Provamel label is used for organic products aimed particularly at independent health-food retail in the markets described by the source material. Alpro has production facilities in Belgium, France and the United Kingdom and markets mainly across Europe, with some business beyond the region. It has used experiential marketing and sampling to demonstrate its milk and yogurt alternatives. In 2020, its No Sugars oatmilk won the Lausanne Index Prize Supreme Award. Product availability, recipes, branding and retail channels vary by country.

• 2020

  No Sugars oatmilk wins Lausanne Index Prize

  [1]Alproen.wikipedia.org

  Alpro No Sugars oatmilk receives the Lausanne Index Prize Supreme Award.

• 2017

  Alpro joins Danone

  [2]Danone completes acquisition of WhiteWavedanone.com

  Danone completes its acquisition of WhiteWave, bringing Alpro into the Danone group.

• 2016

  Danone agrees to acquire WhiteWave

  [2]Danone completes acquisition of WhiteWavedanone.com

  Danone announces an agreement to purchase WhiteWave Foods, including the Alpro brand.

• 2013

  WhiteWave becomes an independent listed company

  [1]Alproen.wikipedia.org

  WhiteWave is spun off from Dean Foods and lists on the New York Stock Exchange; Dean Foods later sells its remaining stake.

• 2009

  Dean Foods acquires Alpro

  [1]Alproen.wikipedia.org

  Vandemoortele sells Alpro to Dean Foods in a transaction reported at an estimated value of about US$455 million.

• 2008

  Reduced-calorie soy yogurt alternative launches

  [1]Alproen.wikipedia.org

  Alpro launches a reduced-calorie soy alternative to yogurt in the United Kingdom.

• 2006

  Reduced-calorie soy milk launches in the United Kingdom

  [1]Alproen.wikipedia.org

  Alpro introduces a reduced-calorie soy-milk alternative in the UK market.

• 2000

  Soy-milk plant opens in England

  [1]Alproen.wikipedia.org

  Alpro builds a soy-milk production facility in Burton Latimer, expanding its European manufacturing footprint.

• 1980

  Alpro is founded in Belgium

  [1]Alproen.wikipedia.org

  Alpro is established as a subsidiary of Vandemoortele Groep, initially focusing on soy-based plant products.

A mainstream European plant-based food and beverage brand offering everyday alternatives to milk, yogurt, cream, desserts and selected meat products, with both organic and non-organic ranges.

• Plant-based beverages

  Alpro Plant-Based Drinks

  Alpro's central beverage portfolio includes soy, oat, almond, hazelnut, rice, coconut and other plant-based drinks. Products are used as everyday beverages and as alternatives in coffee, cereal and cooking. Some variants are organic, reduced-calorie or formulated without added sugar, while exact recipes and availability differ by country.

• Fermented plant-based foods

  Alpro Plant-Based Yogurt Alternatives

  This range provides fermented plant-based products positioned as alternatives to yogurt. Soy and other plant bases are used across market-specific variants, with products commonly sold for breakfast, snacking or serving with fruit and cereal. Flavors, nutritional formulations and pack formats vary between markets.

• Plant-based desserts

  Alpro Plant-Based Desserts

  Alpro desserts are plant-based alternatives to conventional dairy desserts. The range includes multiple flavors and formats designed for chilled dessert occasions. Products may use soy or other plant ingredients, and their names and availability depend on the country in which they are sold.

• Cooking and chilled foods

  Alpro Plant-Based Creams and Spreads

  The brand also offers plant-based cream products and margarine or spread alternatives. These products extend Alpro beyond beverages and breakfast foods into cooking, baking and meal-preparation uses. Formulations and retail distribution are market-specific.

• Frozen desserts

  Alpro Plant-Based Ice Cream

  Alpro's plant-based ice-cream products are frozen dessert alternatives made without conventional dairy ingredients. They complement the brand's chilled dessert and beverage ranges and are offered in selected markets and flavors.

• Plant-based alternatives

  Alpro Meat Alternatives

  Alpro has also marketed selected plant-based products positioned as alternatives to meat. These offerings broaden the brand's role from dairy replacement into wider plant-based eating, although the specific products and their availability differ by market.

• Organic plant-based foods

  Provamel

  Provamel is the organic-oriented label associated with Alpro's portfolio. The referenced material describes it as being reserved for organic products, including organic versions of products related to Alpro Soya, and distributed particularly through independent health-food retailers.

• UK experiential breakfast sampling campaign

  United Kingdom

  Alpro ran a year-long experiential campaign in which consumers sampled plant-based milk and yogurt-alternative breakfast products at events and shopping centres. Visitors could also have photographs taken at an internet pod and upload them to Facebook, helping promote the Alpro Soya social-media page.

  Outcome. The campaign provided product trial and social-media engagement, but the available source does not quantify its commercial results.

  Source

• 2016

  Agree to acquire WhiteWave FoodsM&A

  Background

  Danone sought to expand its position in plant-based and health-oriented food categories.

  Action taken

  Danone announced an agreement to acquire WhiteWave Foods, the owner of Alpro.

  Aftermath

  The transaction closed in April 2017 and Alpro became part of Danone's plant-based business.

  Announced acquisition value. Approximately US$10.4 billion (2016 announcement)

  Source

• 2013

  Separate WhiteWave from Dean FoodsM&A

  Background

  WhiteWave managed Alpro within Dean Foods and had developed a distinct portfolio of plant-based and organic brands.

  Action taken

  Dean Foods spun off WhiteWave as an independent company and later sold its remaining 19.9 percent stake.

  Aftermath

  WhiteWave became independent and publicly listed, ending Dean Foods' ownership involvement with Alpro.

  Source

• 2009

  Sell Alpro to Dean FoodsM&A

  Background

  Vandemoortele owned Alpro while the plant-based category was expanding across European markets.

  Action taken

  Vandemoortele sold Alpro to Dean Foods.

  Aftermath

  Alpro became associated with Dean Foods' WhiteWave business and its international plant-based brand portfolio.

  Reported estimated transaction value. Approximately US$455 million (June 2009)

  Source

• 2000

  Expand manufacturing into the United KingdomStrategy

  Background

  Alpro was expanding its European operations and needed additional production capacity for soy-based beverages.

  Action taken

  The company built a soy-milk production plant in Burton Latimer, England.

  Aftermath

  The facility strengthened Alpro's manufacturing presence in the UK and supported its broader European expansion.

  Source

1. 1Alproen.wikipedia.org
2. 2Danone completes acquisition of WhiteWavedanone.com
3. 3Alpro official websitealpro.com