Official Confirmation of Alpro 'Not Milk' Discontinuation
For months, dedicated customers took to online forums and social media, questioning the disappearance of Alpro's 'This is Not M*lk' from store shelves. As of late 2024, Alpro officially confirmed the delisting of the product line. In a response to customer inquiries on platforms like X (formerly Twitter), the company acknowledged that the product had been discontinued. This decision was reportedly based on sales performance and product portfolio strategy, with the brand citing a lack of sustained consumer demand.
Why Was Alpro Not Milk Discontinued?
Several factors contribute to a company's decision to discontinue a product. While Alpro cited a lack of demand, additional factors in the highly competitive plant-based milk market likely played a role:
- Market Saturation: The plant-based milk aisle has exploded with options, from oat and soy to almond and coconut. Alpro's own extensive portfolio likely led to a strategic decision to streamline offerings.
- Consumer Feedback: Though some loved the 'Not M*lk' range, not all feedback was positive. Some customers found the texture or taste unappealing, which could have influenced the decision.
- Performance Metrics: For a major brand like Alpro, which is owned by Danone, products are constantly evaluated based on profitability and market share. The 'Not M*lk' line may not have met performance expectations, making it a candidate for discontinuation.
- Innovation Focus: Alpro continues to invest heavily in its plant-based portfolio, as demonstrated by their multi-million-euro investments and sustainability pledges. The discontinuation of one product allows resources to be reallocated to new and more popular offerings, such as their popular Barista ranges.
Alpro's Recommended Alternatives
In their official communication, Alpro suggests alternatives for customers disappointed by the discontinuation. Their primary recommendations are the Alpro Oat Original and Barista drinks.
A comparative look at Alpro's discontinued vs. recommended products:
| Feature | Alpro This is Not M*lk (Discontinued) | Alpro Oat Original (Recommended) | Alpro Barista Oat (Recommended) |
|---|---|---|---|
| Primary Base | Oats | Oats | Oats |
| Flavor Profile | Designed to taste like dairy milk, creamy, and mild | Natural, subtle oat flavour | Slightly sweeter and specially formulated for hot drinks |
| Texture | Creamy, smooth, and full-bodied | Lighter texture than 'Not M*lk' | Foams and blends well, very creamy |
| Best Used For | Cereal, drinking, tea, coffee | Cereal, cooking, everyday drinking | Coffee, lattes, cappuccinos, hot beverages |
| Availability | No longer available in most stores | Widely available | Widely available |
What are some independent alternative brands to Alpro Not Milk?
If Alpro's alternatives don't satisfy your taste, there are numerous other brands available that offer rich, creamy, and dairy-like plant-based milks. Some highly-regarded brands include:
- Califia Farms Extra Creamy Oat: Often cited as a close alternative for its creamy texture.
- Minor Figures Organic Oat Barista: Praised for its quality in coffee and smooth taste.
- Rebel Kitchen Mylk: Another brand known for a texture that closely mimics dairy milk, though some variations have also been discontinued.
Conclusion
The discontinuation of Alpro's 'This is Not M*lk' is a definitive move confirmed by the company itself in late 2024. While unfortunate for fans of the specific product, it reflects the dynamic nature of the plant-based market and Alpro's focus on innovation and best-performing products. Consumers looking for a similar creamy oat milk experience can explore Alpro's other offerings or investigate alternatives from competing brands to find a suitable replacement for their dairy-free needs.
