Danone: Plant-based alternatives are no longer exotic and niche
Valeria Trifonova, Director of Communications for Danone in Russia and the CIS, said that previously the entire product line Alpro was supplied to Russia from abroad: ‘We have started production of the world-famous brand of plant-based products Alpro at our plant in Labinsk in Krasnodar region. Before that, the product was completely imported from Belgium.’
The representative of Danone noted that the implementation of the project faced serious difficulties caused by the self-isolation regime. Nevertheless, the company was able not only to develop the project, but also to install, adjust and prepare for the start of production all the necessary equipment.
‘This step meets modern consumer trends, because now the plant-based product is not exotic and niche. More and more consumers are trying to diversify their daily diet — plant-based products can just be a great addition to a healthy diet,’ in this way Valeria Trifonova outlined the main reason why Danone brand is actively developing its presence in the market of alternatives.
The representative of the company noted that the products produced in Krasnodar region are available in many large retail chains: ‘You can already buy Alpro almond, coconut and oatmeal drinks made at our southern facility in stores across the country.’It is reported that Danone has already invested about 1 billion rubles in this project.