Almased

Almased Wellness GmbH
legal form	GmbH
Seat	Bienenbüttel , Germany
management	André Trouillé (managing director)
Website	www.almased.de

Almased is a German family company that sells a protein drink (shake) under the brand of the same name as a meal replacement for weight reduction and weight regulation.

The global headquarters are in Bienenbüttel ( Lower Saxony ), with further offices in the United States, Canada and England. The formula diet is available in the original recipe as well as a lactose-free variant.

history

Almased was developed in the mid-1980s by the alternative practitioner Hubertus Trouillé in the Lower Saxony town of Bienenbüttel . The recipe made from soy , yogurt and honey was created at his kitchen table at home. Originally, Trouillé wanted to produce a drug that stimulated the poorly functioning metabolism of his patients. However, it was soon found that Almased also promoted rapid weight loss as well. The breakthrough came in 1996 with the book "The Markert Diet" by the doctor of the same name, who recommended a fasting cure with Almased as part of his concept. In 2004 an international study showed that the diet shakes support fat burning and help maintain muscle mass. Today Almased is known, among other things, for its commercials with the bulldog. The company is currently managed by Hubertus Trouillé's son André Trouillé.

The turnover for 2015 was estimated at 100 million euros. For a long time, Almased had a dominant position on the diet market with more than 50% . In 2014, according to the Cologne Higher Regional Court, Almased even had a market share of 80% and was thus by far the market leader in the dietary food product segment . The OLG Hamburg also confirmed the high level of awareness.

criticism

Almased came under criticism, among other things, because of the advertising for the product by pharmacists and doctors . In 2015, the Lüneburg Regional Court found that such advertising violated the EU Health Claims Regulation , according to which doctors, such as Professor Aloys Berg from Freiburg , are not allowed to advertise products.

In the test of the magazine Öko-Test (January 2019 edition), the product Almased Vitalkost received the grade unsatisfactory because of its ingredients.

literature

• Doris Gerstl: On the anthropomorphization of animals in drug advertising From bulldogs, penguins and eagle owls in messages from the Regensburg Association for Advertising Research - RVW, 2/2014, pp. 42–54 [1]

Individual evidence

1. ↑ Trademark register
2. ↑ Stern - The Truth About the Weight Loss Product November 19, 2016
3. ↑ Nature - Weight loss without losing muscle mass in pre-obese and obese subjects induced by a high-soy-protein diet (English) August 10, 2004
4. ↑ World - The company with the million dollar pug spot June 22, 2013
5. ↑ Almased The Truth About the Miracle Powder , Stern , Nov. 19, 2015
6. ↑ Almased: The number 1 crashes apotheke-adhoc.de
7. ↑ OLG Cologne: On product imitation of a dietetic food, OLG Cologne, judgment of 12.12.2014, Az. 6 U 28/14
8. ↑ Community trademark protection: infringement of well-known trademarks by book titles, reason 10 landesrecht-hamburg.de, judgment of 24.05.2017, 5 U 174/16
9. ↑ Almased may not advertise with a doctor's recommendation Deutsche Apothekerzeitung
10. ↑ ÖKO-Test Magazin, January 2019 edition, pages 18–23

This article is about a health issue. It is not used for self-diagnosis and does not replace a diagnosis by a doctor. Please note the information on health issues !