Alpro
Encyclopedia
Genetically modified organism
A genetically modified organism or genetically engineered organism is an organism whose genetic material has been altered using genetic engineering techniques. These techniques, generally known as recombinant DNA technology, use DNA molecules from different sources, which are combined into one...
, soy
Soybean
The soybean or soya bean is a species of legume native to East Asia, widely grown for its edible bean which has numerous uses...
based food and drink products.It employs about 750 people and has manufacturing plants in Belgium, France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
, the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
and the Netherlands
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
.
History
Alpro was founded in 1980, as a subsidiary of the Vandemoortele Group which is based in BelgiumBelgium
Belgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
. Alpro expanded across Europe and in 2000 built a soy milk
Soy milk
Soy milk and sometimes referred to as soy drink/beverage is a beverage made from soybeans. A stable emulsion of oil, water, and protein, it is produced by soaking dry soybeans and grinding them with water...
plant in Kettering
Kettering
Kettering is a market town in the Borough of Kettering, Northamptonshire, England. It is situated about from London. Kettering is mainly situated on the west side of the River Ise, a tributary of the River Nene which meets at Wellingborough...
, 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.
Alpro's revenues are reported to have tripled during the period from 2000 to 2008. Beverages make up two-thirds of Alpro's revenues.
In June 2009 Vandemoortele, N.V sold Alpro for an estimated $455 million USD to the Dean Foods Company, the largest dairy company in the world, which markets the "Silk
Silk (soy milk)
Silk is a brand of soy milk and other dairy-substitute products, including soy yogurt and almond milk distributed by White Wave Foods, a subsidiary of Dean Foods. The name "Silk" is a portmanteau of "soy" and "milk".-History:...
" soy milk brand in the USA.
Alpro's chief executive is Bernard Deryckere.
Products
Alpro distributes soya based vegetarianVegetarianism
Vegetarianism encompasses the practice of following plant-based diets , with or without the inclusion of dairy products or eggs, and with the exclusion of meat...
/ vegan
Veganism
Veganism is the practice of eliminating the use of animal products. Ethical vegans reject the commodity status of animals and the use of animal products for any purpose, while dietary vegans or strict vegetarians eliminate them from their diet only...
products under the brands Alpro Soya and Provamel. The Provamel brand is reserved exclusively for organic
Organic food
Organic foods are foods that are produced using methods that do not involve modern synthetic inputs such as synthetic pesticides and chemical fertilizers, do not contain genetically modified organisms, and are not processed using irradiation, industrial solvents, or chemical food additives.For the...
products (including many organic versions of Alpro Soya products), which are intended for sale only by independent health food retailers http://www.provamel.be/Eng_ENG/getpage.asp?i=453. Products include soya milk, soya yogurt, soya cream
Cream
Cream is a dairy product that is composed of the higher-butterfat layer skimmed from the top of milk before homogenization. In un-homogenized milk, over time, the lighter fat rises to the top. In the industrial production of cream this process is accelerated by using centrifuges called "separators"...
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
Stiftung Warentest
Stiftung Warentest is a German consumer organisation and foundation involved in investigating and comparing goods and services in an unbiased way. It was founded on 4th. December 1964 by the Federal Republic of Germany as an independent foundation under civil law. It is based in Berlin.- Aims and...
.
Alpro also makes yogurt, dessert and meat alternative products.
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 FacebookFacebook
Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
, therefore joining the Alpro Soya Facebook page.