Danone to Retire Provamel Brand in Germany to Prioritise Alpro
Danone is phasing out its organic plant-based brand Provamel in Germany, consolidating its focus on Alpro as the flagship offering in the dairy alternatives category. The move is part of the French food giant’s strategy to streamline its portfolio and optimise brand visibility in an increasingly competitive market.
A Danone spokesperson confirmed that distribution of Provamel has already ceased in Germany. The company will continue to support retailers during the brand’s delisting but will not introduce a direct replacement.
“Across Europe, we are focusing on our lead dairy alternative brand, Alpro,” the spokesperson said, pointing to Alpro’s stronger brand awareness and broader consumer reach. “This decision allows us to better leverage marketing investments and simplify choices for our consumers.”
Provamel, originally launched in the 1980s, has long held a niche position in the organic segment of plant-based drinks and yoghurts, with distribution primarily through health food shops and specialist retailers. Conversely, Alpro has gained mass-market appeal across various European markets through its wide presence in supermarkets and mainstream channels.
Alpro currently commands significant recognition in the plant-based space. Positioned as a more inclusive, lifestyle-oriented brand, it is well-aligned with Danone’s push towards scale and volume growth in non-dairy categories as demands for flexitarian and plant-based diets rise.
The German plant-based dairy market, one of the most developed in Europe, has seen mounting pressure from both premium organic players and private-label ranges offering competitive pricing. Danone’s decision to consolidate under Alpro reflects a strategic pivot towards performance and efficiency amid tightening margins and shifting consumer preferences.
Industry analysts note that this rationalisation may signal similar portfolio optimisation moves in other key markets, as big FMCG players seek to fine-tune brand architectures in response to sustainability trends, shopper behaviour, and cost structures.
Danone has not made public any plans to phase out Provamel in other countries, where the brand still holds a presence within specialist organic food segments.