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In a statement to FoodBev, dairy giant Danone has confirmed it will discontinue its Provamel brand in Germany, effective August 2025. The company says the decision will allow it to focus its resources on the Alpro brand, which is set to launch a new organic product line, Alpro Bio, in the German market.

Danone's commitment to the Alpro brand aligns with growing consumer interest in plant-based products, particularly organic options, which have seen a surge in popularity.

Richard Trechman, managing director of Danone’s operations in Germany, highlighted that the decision was made to ensure long-term competitiveness and sustainability in a challenging market environment. “By focusing on Alpro, we aim to better meet consumer demand for innovative and sustainable plant-based alternatives,” he stated.

The Provamel brand, known for its soy-based products, has faced challenges in recent years, particularly in terms of market penetration and consumer preferences shifting towards other plant-based offerings. Danone's decision to phase out Provamel is indicative of the need for companies to adapt to changing consumer behaviours and preferences, especially in the context of health and wellness trends.

The launch of the Alpro Bio range is anticipated to bolster Danone's position in the organic sector, which continues to expand as more consumers seek out products that align with their health-conscious lifestyles. This strategic pivot not only aims to enhance brand visibility but also to capture a larger share of the rapidly growing plant-based market.

Danone's focus on Alpro is part of a broader strategy to invest in high-growth areas within the food and beverage industry, particularly as competition intensifies among plant-based product manufacturers. The company has indicated that it will continue to explore opportunities for innovation and expansion within its remaining brands, positioning itself to respond effectively to market demands.

Earlier this month, Danone also anounced that it would close its dairy production facility in Ochsenfurt by the fourth quarter of 2026, a move driven by shifts in consumer behaviour, low capacity utilisation and rising operational costs. The decision comes after 15 years of consistent investment in the plant, which has struggled to meet production expectations in recent years.

Trechman added: "There is less consumer demand for the locally manufactured products and high-potential Danone products cannot be produced locally. I very much wish we didn't have to make these plans for Ochsenfurt. In this context, I can only assure all employees that we will do everything we can to find another position at Danone for as many employees as possible.”