Alete

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Alete
Owner / user DMK Group
Introductory year 1934
Products Food for babies, toddlers, pregnant and breastfeeding women
Markets TOP, ROOF
Website www.alete.de

Alete (from the Latin alite 'nourishes!') Is a brand name for baby food in the form of infant formula, food in jars and beverages for small children, as well as juices and teas for pregnant and breastfeeding women. In 2012, Alete brand products had a market share of around 17.8% in Germany and were thus in third place behind Hipp and Danone (main brand: Milupa ). Alete has been part of the Deutsches Milchkontor (DMK) dairy company since 2019 .

history

In collaboration with Günther Malyoth (1896–1952), head of the research department at Dr. von Haunersches Kinderspital in Munich, Allgäuer Alpenmilch AG developed an infant nutrition sugar in 1934. This was followed a little later by the first ready-to-use full-fat baby milk. The brand name Alete was created and Alete Pharmazeutische Produkte GmbH was founded in Munich.

In 1950, the two-stage system for baby food was introduced with "early food". The infant milk has been acidified with lemon juice to make it easier to digest.

Under the title “Alete Kost fürs Kind”, the range was expanded to include processed vegetable foods in 1956, initially in cans and from 1959 in jars.

Allgäuer Alpenmilch AG has belonged to Nestlé SA since 1971 (until it was sold to Hochwald Nahrungsmittel-Werke in 2003), Nestlé Diet GmbH, later Nestlé-Alete GmbH, and Nestlé Nutrition GmbH until the end of 2014 was responsible for the Alete brand. Most of the research and development of the products took place in a research center in Lausanne . These research opportunities led to the introduction of the first hypoallergenic baby milk (Aletemil HA) for allergy-prone babies in 1987. In 1994 Alete premature baby formula was introduced. Alete in Germany now offers a complete program for all early childhood phases outside of the therapeutic area.

With effect from January 1, 2015, Nestlé sold the Alete and Milasan brands and the associated production plant in Weiding to a consortium consisting of BWK Unternehmensbeteiligungsgesellschaft and the private investor Horst Jostock, who also took over operational management. In 2019, the distribution business of Alete GmbH - but not the production - was taken over by the Deutscher Milchkontor (DMK).

production

Two plants in Germany manufacture products for Alete . The glass food and juices come from the plant in Polling-Weiding in Upper Bavaria, which has existed since 1960, instant porridge, hypoallergenic baby food and other products from Biessenhofen in the Allgäu. Laboratories are attached to the plants.

marketing

A wide variety of types of baby food are offered under the brand name Alete, with the brand occupying a leading position in the market in Germany. In the area of ​​so-called jar food , Alete is the second most important brand after the manufacturer Hipp . Glass food is a generic term for mashed baby food that has been in use since the late 1950s and has replaced the cans that were previously used.

At the beginning of the 1980s, the newly introduced binder-free production of baby food under the motto Alete for the child was intensively advertised with an advertising campaign (budget in the small million range) . A well-known satire comes from Otto Waalkes , who as part of its commercials in the program help, Otto comes the slogan "Alete food for the child" to "Alete sick child" mocked .

Significant differences in customer preferences and recipes can already be observed in European countries, and the preferred jar types are mostly different. In England, seven-month-old babies are already fed sausages and beans, in France and the Mediterranean countries also fish, which is hardly in demand in Germany. Cultural differences can also be seen in the quality requirements. In Germany, additives are expressly not desired, in France, however, vitamin fortifications and other additives are a sales argument.

In 2004, among other things, marketing included the consumption of baby food by adults in a spot with Veronica Ferres . According to a company spokeswoman, Alete made an explicit effort to ensure that special children's food was fed beyond the first year of life, in order to compensate for declines in sales due to the decline in birth rates.

Nutritional content and hygiene

According to a comparative test by Stiftung Warentest in March 2002, food in jars is germ-free due to the fact that it is produced in accordance with the regulation on dietetic foods and the intensive boiling process until it is opened. Irrespective of organic seals, pollutants are practically non-existent. However, the testers often criticized the nutrient content and physiological calorific value , which is not age-appropriate for the recommended age of the child. In the test, the low iron values ​​were criticized, which, according to the manufacturer, correspond to the legal requirements and the recommendations of the DLG .

Negative prices

  • In 2014, when the consumer protection organization Foodwatch voted for the golden cream puff, the product Alete meal for drinking was voted first with 45.8 percent of the votes.
  • In 2017, an Alete product ( children's biscuit ) was once again voted first in the "Golden Puff" vote with around 50 percent of the votes. A spokeswoman for the organizer Foodwatch justified the renewed award to Alete with the fact that a product with a high sugar content is being marketed to babies, contrary to medical recommendations. Foodwatch criticizes this as "bodily harm by being misled".

literature

  • Florian Langenscheidt : German standards. Brands of the Century. The premier class of German products and services in words and pictures. From aspirin to Zeiss. 15th edition. Gabler Verlag, 2006, ISBN 978-3-8349-0436-2 .
  • Gholam Hossein Gholamiasllari: On the history of the development of artificial infant feeding in Central Europe, presented on the careers of various milk and nutritional companies. Institute for the History of Medicine, Erlangen 1975, p. 87 .

Web links

Individual evidence

  1. ↑ Top 5 baby food manufacturers in Germany 2013. from food magazine.net, accessed on November 16, 2014.
  2. ↑ a b Large dairy DMK buys baby brand Alete on handelsblatt.com
  3. ^ Malyoth, Günther in the German biography
  4. ↑ [1] , Nestlé press release, September 29, 2014.
  5. ↑ DMK Group takes over Alete (press release) on dmk.de
  6. ^ IHK Munich and Upper Bavaria: Nestlé Deutschland AG, Weiding plant - concentrated competence. Retrieved August 11, 2012.
  7. ↑ hon: With new baby products out of the trough. In: Mühldorfer Anzeiger. May 3, 2012.
  8. ↑ Nestle Opens € 117 Million Infant Formula Factory. At: Food & Drink Business. From April 1, 2011.
  9. ↑ a b c d e products on the global market, by Teresa Keller, Waxmann Verlag, 2005 - 247 pages.
  10. ↑ Efficiency in Advertising 82/83, General Association of Advertising Agencies GWA0, GWA 1983 - 175 pages.
  11. ↑ Otto - The first 15 years and more! Retrieved September 4, 2012 .
  12. ↑ https://www.youtube.com/watch?v=2mP2nzphSnc 1:50.
  13. ↑ Infantilisation A spoon for mommy Don't panic, dear baby food manufacturers: Even if fewer and fewer children are being born in Germany, the old people are now eating from the jar of Süddeutsche 19 November 2004, by Georg Etscheit.
  14. ↑ Test baby menus 03/2002 .
  15. ↑ Spiegel.de - "Goldener Windbag": Alete baby food receives shameful price for advertising cheating . Article dated October 1, 2014, accessed October 2, 2014.
  16. ^ "Advertisement lie": Nestlé receives 2014 Golden Cream Puff . Article dated October 1, 2014, accessed October 2, 2014.
  17. ↑ Spiegel.de