Danone sells Swedish probiotic juice brand ProViva to Lactalis

SWEDEN – Dairy giant Danone has sold its Swedish probiotic juice brand ProViva to Lactalis for an undisclosed amount.

Danone’s decision to divest ProViva, a brand it acquired a controlling stake in in 2010, is part of a broader initiative to streamline its product portfolio.

The company aims to focus on its core offerings while addressing underutilised production capacity at the Lunnarp facility.

“We are pleased to have reached this agreement with a local, well-known buyer with strong roots in Skåne,” Ignasi Argente, general manager of Danone in the Nordics and Baltics, told FoodBev Media in a statement.

ProViva, known for its range of probiotic fruit juices in flavours such as raspberry, rosehip, blueberry and blackcurrant, has established a strong presence in the Swedish market.

The brand will now be integrated into Skånemejerier, Lactalis’ Swedish subsidiary that specialises in dairy products, including cheese and yogurt.

Cecilia von Perglas, CEO of Skånemejerier, added: “The strong ProViva brand will complement our product portfolio and strengthen our presence in Sweden. I am pleased to welcome over 80 employees to our 800 employees in Sweden.”

The transaction is expected to close in the first half of 2026, pending regulatory approvals.

With this acquisition, Lactalis will welcome over 80 employees from the ProViva operations into its existing workforce of 800 in Sweden, ensuring continuity and stability for the local workforce.

Anders Rolfsson, chairman of Skånemejerier, highlighted the collaborative spirit of the deal, stating: “We are convinced it is in favour for all parties, and for us an ending of a successful 15 years of joint venture with Danone”.

Danone reports sales of US$8.01B in Q3 2025

The divestment comes after the company reported consolidated sales of US$8.01B (€ 6,876 million), up +4.8% on a like-for-like basis, led by an increase of +3.2% from volume/mix and +1.6% from price.

Reported sales were negatively impacted by forex (-5.1%), reflecting the depreciation of several currencies against the euro, notably the US Dollar, the Chinese Renminbi, the Indonesian Rupiah, the Argentine Peso and the Turkish Lira.

In Q3 2025, Europe continued to step-up with sales growth of +2.6% LFL, led by volume/mix up +2.1%, and positive price, up +0.5%.

Sustained progress in EDP was driven by functional dairy, notably Danone Skyr, Activia Kefir and YoPro high protein, as well as Alpro.

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