Plant milk brand Alpro are facing a PR nightmare. Rival Oatly’s response is perfect.

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Belgian plant milk producer Alpro have upset many in the vegan community by promoting animal products as part of a healthy diet.

In a tweet the company state that a “healthy diet consists of 2/3 of plant based food and 1/3 of animal based” – a claim that has not gone down at all well with their large vegan consumer base, who know that a healthy diet actually consists of entirely plant based food.

It’s perhaps unsurprising that Alpro are now pushing animal products, considering that the company were taken over just three months ago by the dairy multinational Danone.

 

alpro

 

To make matters worse, many vegans have accused Alpro of responding to the online criticism in a “rude”, “patronising” and “arrogant” manner, which has only further angered some already disappointed and annoyed customers:

 

rude

 

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Twitter users have even started using the hashtag #BoycottAlpro to express their displeasure with the company, threatening an online PR disaster for the brand and showing how crucial it is for businesses to have an effective social media marketing team in place.

 

boycott alpro

 

For a schooling in brilliant social media marketing, Alpro should take a look at their Swedish competitor Oatly, whose response to the situation is perfect:

oatly

 

It will be interesting to see if and how Alpro are able to manage a marketing and PR disaster that’s entirely of their own making.

 

If you’re a vegan or ethical business and interested in boosting your brand online, contact The Vegan Punk today for a free digital marketing consultation.

 


    You are terrible hypocrites and, althogh I ate one of your products everyday I shall NEVER buy any of them again. Danone is not only a huge dairy company IT ALSO PERFORMS DESPICABLE AND TOTALLY UNNECESSARY EXPERIMENTS ON ANIMALS SIMPLY SO IT CAN CLAIM THEIR PROBIOTIC PRODUCTS ARE ‘GOOD FOR YOU’ !!

    We know that. there are people who use 7/3 animal food products in theri diet… for them its awesome leap of faith into unknown. every little helps. i buy salads and orange juice at macdonalds sometimes… #dealwithit

    Definitely the worst takeover of the a long time. It should be called “how to fury your main target group and push them to your competition”. Professionaly I find it very interesting. Personally – totally dissapointing.

    Used to think Alpro was a bit “heavy” anyway, but kept using it as its Vegan. After this though, I’m switching to Hemp and Oat milks.

    Omg Oatly, I love you!!! ������ I miss Oatly so much living in Australia!! Please expand to this part of the world!!! �

    No, actually people are morons who are misinterpreting stuff. Alpro is actually stating against animal based, but the style is too ambiguous. They state a fact many dietary sources claim: people need to eat animal products. And their response: Alpro offers ALTERNATIVES to the animal based foods. To still get the same result “help you set the balance”.

    Duncan Smith you don’t have to tell me, I know that. Just stating what other people think.

    Mariska Williams a doctor HAS NO RIGHT telling people that a plant-only diet is bad for you and definitely have no right telling people to eat meat again after turning away from it.

    Donna Dolittle ah well, her choice.

    Mariska Williams – sounds like your friend’s main problem is her lack of backbone if she’ll forgoe her morals on the bad advice of an archaic and mis-informed doctor.

    James Brooks ok, stated “as being factual” . Just wanted to say I think a lot of people are misinterpreting Alpro’s tweet.

    James Brooks says:

    Misunderstanding. When you said ‘…state a fact…’ I thought you meant the following statement was a fact “people need to eat animal products” rather than the latter.

    Mariska Williams Well doctors do that, as they don’t want healthy people. When people are healthy, they don’t go to the doctor and get medication that the doctor gets paid for by big pharma.

    James Brooks did I say credible? A lot of people, companies, doctors and dieticians will insist eating a plant-only diet is bad for you. A friend of mine used to be vegetarian until her doctor urged her to eat meat again.

    James Brooks says:

    There is no credible dietary souce that claims anybody “needs” animal products. Literally none.

    I am currently waiting for a response from Alpro, as I have requested the research evidence source that supports their claim.

    No, I just hate businesses that perpetuate the animal protein myth with marketing spin.

Leave a Reply

12 Comments

  1. Pete

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    I think it is telling that Oatly choose to refer to a “cool” diet rather than a “healthy” one. It would seem that they, too, are unwilling to endorse a wholly plant based diet. Clever marketing indeed; it fooled you.

    • What was I “fooled” about, exactly? I said that Oatly’s response was “brilliant social media marketing” – which it was. Endorsing any diet is risky for a food producer, but at least Oatly, unlike Alpro, do not promote animal products – and are not owned by a dairy company.

      • Pete

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        You are a fool because Oatly have duped you into being their spokesman. Their tweet is disingenuous. They no more endorse an entirely plant based diet than Alpro does. At least Danone are honest about it. The fact that Oatly have slickly exploited a competitor’s misstep with sleight of hand is no cause for celebration. Sneakily swapping out ‘healthy’ for ‘cool’ is not “brilliant social media marketing”. It is cynical, dishonest and weasely.

          • Pete

            Ha! No. Just inherently skeptical when it comes to Big Business. (Y)

          • Pete

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            And look at all the hard-of-thinking voting down my comments. Open your eyes, dupes!

          • Marius

            Big Business? I guess you don’t have a clue which one of them is billion times bigger business than the other?

        • Mad Lex

          Hey Pete,
          I’m not voting anything up or down – but on what do you base the statement that Oatly doesn’t endorse / support an entirely plant-based diet, either?

          In any case, you may question whether their response is ethically ‘up there’ but 1) they are a business seeking business and 2) in lines of PR, at least they seem to know what they’re doing – which is the point of contrast with Alpro here, I believe.

  2. Maureen Dawson

    Oh no why did Alpro sell out to a dairy company! That’s awful. Not using them anymore.

  3. Steve Beard

    Oatly milks are not vegan apparently. They add their vitamin D from Sheep wool.