Danone to discontinue Provamel in Germany, shifts focus to Alpro expansion

GERMANY – Danone, a global leader in dairy and plant-based products, will cease offering its organic plant-based brand Provamel in Germany starting August 2025, redirecting its focus toward strengthening its Alpro brand. 

The strategic move aims to capitalize on the growing demand for plant-based and organic products in the German market, according to a statement from the company.

The decision to phase out Provamel, known for its soy-based organic offerings, reflects Danone’s intent to streamline its portfolio and bolster Alpro’s presence. 

Alpro, a European pioneer in plant-based nutrition, is set to launch a new organic line, Alpro Bio, in Germany. 

This new range will include a variety of plant-based drinks and yogurt alternatives made from ingredients like soy, almonds, oats, and coconut, targeting health-conscious consumers.

Richard Trechman, managing director of Danone’s operations in Germany, emphasized the shift, stating, “By focusing on Alpro, we aim to better meet consumer demand for innovative and sustainable plant-based alternatives.”

Danone’s move comes amid evolving consumer preferences, with a notable surge in interest in organic and plant-based products across Europe. 

The company, which acquired both Alpro and Provamel through its US$12.5 billion purchase of WhiteWave Foods in 2016, has faced challenges with Provamel’s market penetration in Germany. 

Industry observers note that Provamel struggled to compete as consumer tastes shifted toward diverse plant-based options, prompting Danone to prioritize Alpro’s broader appeal and innovation potential.

The transition aligns with Danone’s broader restructuring efforts in Germany. Earlier this month, the company announced the closure of its dairy plant in Ochsenfurt by late 2026, citing high production costs and underutilization. 

The closure will impact approximately 230 employees, though Danone pledged to seek alternative roles for them within the company. 

Trechman addressed the workforce, saying, “We will do everything we can to find another position at Danone for as many employees as possible.” 

Meanwhile, Danone plans to invest significantly in its Fulda facility, which specializes in baby formula and medical nutrition, reinforcing its commitment to Germany as a manufacturing hub.

Reported by industry sources, Danone’s focus on Alpro is part of a global strategy to triple its plant-based sales to US$5.4 billion by 2025. 

The launch of Alpro Bio is expected to enhance Danone’s competitive edge in the organic sector, responding to the rising popularity of flexitarian diets. 

As Danone navigates these changes, the company aims to solidify Alpro’s position as a market leader in Europe’s rapidly growing plant-based market.

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