Danone will rethink the marketing of the Alpro product after it was awarded a premium for misleading consumers
The Årets matbluffin Swedish award has been awarded annually since 2015 based on the selection of Swedish consumers. In 2019, almost 20 thousand citizens expressed their opinions, and half of them actively voted on the product Alpro from Danone.
Consumers even suggested rebranding the product - "write in large letters that it contains more palm oil than soy protein".
The "anti-award" is awarded to products and manufacturers that mislead consumers, explained Bjorn Bernhardson, Deputy Chairman of the consumer organization.
In this particular case, consumers felt aggrieved, believing that the product "Soy cream" from Alpro contains a significant amount of soy or at least equivalent to the amount of soy in the "dairy alternatives" of the brand.
"A soy alternative to cream can't contain less than a soy drink? And in the end, it turns out that the indicator is 2% versus 8%", said Bernahrdson.
Danone stressed that they are focused only on "truthful communication with consumers".
"2% of soy in the product corresponds to the protein content in traditional milk whipped cream. Increasing the amount of protein would reduce the product's suitability to whipping", assured in the press service of Danone.
By the way, this product contains 25% of palm oil. However, this information is not displayed anywhere on the front of the package. For the second year in a row, the anti-award goes to a product with a high content of palm oil. The main complaint of consumers is that the manufacturer does not indicate a high content of the ingredient in the readable part of the package. At the same time, the emphasis in the name is on the product, the content of which is small. Consumers want honesty", said Bjorn Bernhardson.
Danone said it will change the communication and marketing of the product Alro Cuisine Soya Whippable.
The Union of consumers emphasizes that Danone assures that the palm oil used is of the highest quality and best properties - why not boast about it?
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