Alpro

Alpro

Company type	Subsidiary
Industry	Food and beverage
Founded	1980
Headquarters	Ghent , Belgium
Area served	Europe, international
Key people	Sue Garfitt (General Manager)
Products	Plant-based foods and beverages (soy milk, soy yogurt, soya cream, desserts, plant-based margarines, ice cream)
Number of employees	1,200+
Parent	DanoneWave (part of Danone)

Alpro is a European enterprise headquartered in Ghent, Belgium, specializing in the production and distribution of both organic and conventional plant-based foods and beverages. These products are derived from ingredients such as soy, almonds, hazelnuts, cashew, rice, oats, and coconut, all sourced from non-genetically modified crops. Employing over 1,200 staff members across Europe, Alpro operates manufacturing plants located in Belgium, France, and the United Kingdom. While its primary market is Europe, the company also distributes its products internationally.

History

Established in 1980 as a division of Belgium’s Vandemoortele Groep, Alpro expanded its footprint throughout Europe and inaugurated a soy milk production facility in Burton Latimer, England, in 2000.

In 2008, the company introduced the UK’s first reduced-calorie soy-based yogurt alternative, building on its Soy Light reduced-calorie soy milk launched two years earlier in 2006.

Between 2000 and 2008, Alpro experienced a threefold increase in revenue, with beverage products representing approximately two-thirds of total sales by 2009.

In June 2009, Vandemoortele divested Alpro to Dean Foods for an estimated US$455 million; Dean Foods was known for marketing the Silk soy milk brand in the United States.

By June 2013, WhiteWave—the Dean Foods subsidiary overseeing Alpro—was spun off as an independent entity listed on the New York Stock Exchange. Dean Foods completed its exit from WhiteWave by July 2013, ending its association with Alpro.

In July 2016, the French multinational Danone announced its acquisition of WhiteWave for $10.4 billion. This transaction finalized in April 2017 and resulted in the creation of DanoneWave.

In 2020, Alpro’s No Sugars oatmilk was honored with the Lausanne Index Prize – Supreme Award for processed food products.

The current general manager of Alpro is Sue Garfitt.

Products

Alpro’s product line features soya-based vegan items marketed under the labels Belsoy, Alpro Soya, and Provamel. The range includes soya milk, soy yogurt, soya cream, desserts, plant-based margarines, and ice cream. All products utilize non-GMO sources such as almonds, hazelnuts, cashew, rice, oats, or coconut.

The Provamel brand is dedicated exclusively to organic offerings and is primarily available through specialized independent health food outlets.

Alpro’s soya milk has earned top marks from Germany’s consumer protection organization Stiftung Warentest. The company also produces yogurt varieties as well as "dessert and meat alternative products."

Marketing activities

In the UK, Alpro conducted an extensive year-long experiential marketing initiative to promote its milk and yogurt alternatives. This campaign included product sampling at various events and shopping centers nationwide. Additionally, it featured an interactive photo booth designed to encourage social media engagement and expand the Alpro Soya community on Facebook.

See also

• List of vegetarian and vegan companies