{"id":49417,"date":"2021-06-17T09:43:02","date_gmt":"2021-06-17T09:43:02","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/alpro-beckons-milk-lovers-new-generation-plant-based-drinks\/"},"modified":"2021-06-17T09:43:02","modified_gmt":"2021-06-17T09:43:02","slug":"alpro-beckons-milk-lovers-new-generation-plant-based-drinks","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/alpro-beckons-milk-lovers-new-generation-plant-based-drinks\/","title":{"rendered":"Alpro lonkt naar melkliefhebbers met nieuwe generatie plantaardige drinks"},"content":{"rendered":"<p>Met een nieuw gamma plantaardige dranken op basis van haver wil pionier <strong>Alpro<\/strong> de echte melkliefhebbers overtuigen. De\u00a0benaming \u2018<strong>Not MLK<\/strong>\u2019 laat aan duidelijkheid niets te wensen over\u2026<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>\u201cBijna niet te onderscheiden\u201d<\/h2>\n<p>Naar eigen zeggen wil Alpro de plantaardige drinks heruitvinden. De fabrikant zocht naar een samenstelling die een gelijkaardige rijke smaak, romige, zachte textuur en gebruiksmogelijkheden zou opleveren als de dierlijke variant. De nieuwe dranken, gemaakt op basis van haver met prote\u00efnen van erwten, zijn qua smaak zelfs \u201cbijna niet te onderscheiden\u201d, beweert het bedrijf. Ze verschijnen net als echte melk zowel in een volle als halfvolle versie en kunnen op dezelfde wijze gebruikt worden: in de kop koffie, bij de ontbijtgranen, puur in een glas\u2026<\/p>\n<p>\u00a0<\/p>\n<p>Met de naam wil Alpro meteen heel duidelijk maken dat dit g\u00e9\u00e9n melk is. Al zou je die keuze ook kunnen zien als een lichte provocatie: recent nog trok het Europese Parlement een voorstel in dat elke mogelijke vergelijking tussen melkproducten en plantaardige dranken <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/europees-parlement-trekt-plantaardig-zuivelverbod\">wilde verbieden<\/a>. Benamingen als sojamelk of plantaardige yoghurt mogen fabrikanten tot op vandaag nog altijd niet gebruiken. Met \u00e9\u00e9n letter minder zoekt Alpro dus de grens op, zou je kunnen zeggen.<\/p>\n<p>\u00a0<\/p>\n<p>Alpro is duidelijk over haar positie: \u201cDe verpakking is juist heel informatief, ze zegt net dat het product geen melk is, wel volledig plantaardig, wat helemaal niet is verboden noch door huidige noch door toekomstige wetgeving. Bovendien is het product heel duidelijk over wat het wel is: namelijk plantaardige haverdrank. We mogen de consument niet onderschatten: die kent het verschil en heeft recht op juiste informatie en keuze\u201d, reageert woordvoerder Ann De Jaeger. Transparante communicatie is belangrijk voor de consument en voor Alpro. Er mag geen verwarring mogelijk zijn tussen &#8220;melk&#8221;, &#8220;zuivel&#8221; en &#8220;yoghurt&#8221; en hun plantaardige alternatieven.\u00a0Er is plaats voor beide.<\/p>\n<p>\u00a0<\/p>\n<h2>Lucratief groeisegment<\/h2>\n<p>Steeds meer consumenten kiezen voor plantaardige drankjes, blijkt uit cijfers van onderzoeksbureau Nielsen. In mei 2021 bereikten plantaardige alternatieven een marktaandeel van 11,4% in de Belgische zuivelmarkt, een toename met 8,9% tegenover 2020. Alpro zelf zag zijn marktaandeel groeien van 8,2% naar 9%.<\/p>\n<p>\u00a0<\/p>\n<p>En dat ondanks een toenemend aanbod plantaardige alternatieven in een lucratief groeisegment waarin steeds meer grote, internationale spelers actief worden. Het hippe Zweedse <strong>Oatly<\/strong> <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/havermelk-oatly-naar-amerikaanse-beurs\">trok recent naar de beurs<\/a> en wist beroemde investeerders als Oprah Winfrey, Natalie Portman en Jay-Z te verleiden. Voedingsgigant <strong>Nestl\u00e9<\/strong> van zijn kant lanceerde vorige maand nog <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/nestl%C3%A9-ambitieus-met-lancering-zuivelvervanger-van-de-derde-generatie\">een gamma zuivelvervangers van de derde generatie<\/a>, ook op basis van erwteneiwit.<\/p>\n<p>\u00a0<\/p>\n<p>Plantaardig is nu eenmaal een van d\u00e9 grote trends in de voedingswereld. Daarover lees je binnenkort meer in het boek \u2018The Future of Food\u2019 van RetailDetail-oprichter Jorg Snoeck en hoofdredacteur Stefan Van Rompaey, dat eind september verschijnt bij Lannoo Campus en Van Duuren Management.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Met een nieuw gamma plantaardige dranken op basis van haver wil pionier Alpro de echte melkliefhebbers overtuigen. De\u00a0benaming \u2018Not MLK\u2019 laat aan duidelijkheid niets te wensen over\u2026 \u00a0 \u201cBijna niet te onderscheiden\u201d Naar eigen zeggen wil Alpro de plantaardige drinks heruitvinden. De fabrikant zocht naar een samenstelling die een gelijkaardige rijke smaak, romige, zachte textuur [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":49415,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-49417","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Alpro lonkt naar melkliefhebbers met nieuwe generatie plantaardige drinks - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Met een nieuw gamma plantaardige dranken met provocerende benaming \u2018Not MLK\u2019, op basis van 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