Danone to drop Provamel in Germany
Source: dairynews.today
Danone plans to discontinue its organic alt-milk brand Provamel in Germany from August, focusing instead on launching the Alpro Bio range.
Danone has announced that it will stop selling its organic alternative milk brand, Provamel, in Germany this coming August. The decision is part of a strategic effort to concentrate on the Alpro brand. "We have taken the decision to discontinue Provamel in the German market from August in order to focus on the Alpro brand, which will be launching a new Alpro Bio range in Germany," Danone told Just Food.
The company plans to replace Provamel with a range of new organic plant-based products under the Alpro brand. This move follows Danone's broader restructuring efforts in Germany, which include the planned closure of a dairy plant in Ochsenfurt due to high production costs and underutilization. Approximately 230 jobs will be affected by this closure, which is scheduled to occur by the final quarter of next year.
Despite these changes, Danone remains committed to the German market and plans significant investments at its Fulda site, which specializes in products like baby formula and medical nutrition.
The company plans to replace Provamel with a range of new organic plant-based products under the Alpro brand. This move follows Danone's broader restructuring efforts in Germany, which include the planned closure of a dairy plant in Ochsenfurt due to high production costs and underutilization. Approximately 230 jobs will be affected by this closure, which is scheduled to occur by the final quarter of next year.
Despite these changes, Danone remains committed to the German market and plans significant investments at its Fulda site, which specializes in products like baby formula and medical nutrition.
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