Milupa
| Milupa
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|---|---|
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| legal form | GmbH |
| founding | 1921 |
| Seat | Frankfurt am Main , Hesse |
| Number of employees | 400 |
| Website | www.www.milupa-nutricia.de |
Milupa (from July 1, 2015 Milupa Nutricia GmbH, previously: Milupa GmbH, Milupa AG, Milupa GmbH & Co. KG) is a manufacturer of infant and toddler foods . The company is based in Frankfurt am Main in Hesse . Founded in Friedrichsdorf in 1921, the company belonged to the Dutch Numico group until 2007 , which in turn was taken over by Danone .
Milupa's product range includes bottle milk formula ( e.g. Aptamil , Milumil ) , baby porridge , special foods for premature babies and children with special nutritional needs, as well as products for pregnant women.
Company history
The baker and confectioner Emil Louis Pauly (1875–1938), a grandson of the founder of the Pauly rusk dynasty Henry Frederic Pauly, founded his own rusks factory in Bad Homburg vor der Höhe in 1903 . The company, which also produced chocolate , developed so well that after seven years he sold it, including the company name, to Adolf Schwab.
In 1921 Emil Pauly founded a new company together with the baker Robert Lauer: Friedrichsdorfer rusk and nutrient factory Pauly GmbH . As early as 1902, Robert Lauer had two ovens and a bakery built on his property in Neugasse, today's Bahnstrasse . Now a new factory building was built, in which biscuits, chocolate and sugar confectionery were produced in addition to rusks .
Robert Lauer left the cooperation and joined forces with the postman Robert Pauly to operate as Pauly, Lauer and Cie and thus benefit from the well-known rusk name Pauly. In 1933, the Homburger rusk factory Wilhelm Hett leased the business.
Emil Pauly's idea of developing his own brand name was modern . He couldn't use his own for this, however, because he had already sold it with the old company. He left out the "E" from his first name and added his surname to the prefix "Mil", the vowels of which he switched to "A" and "U" and put the consonant "P" in the middle, whereby "Milupa" originated.
From 1927 to 1930, chocolate articles in particular were produced under the name Milupa. In addition to the fixed rusks we now turned more and more to baby food to, so initially manufactured from ground oat biscuit porridge and baby food . The aim was to offer ready-to-use food at any time. This baby food wholemeal base came under the name Paulys Nährspeise in the trade. Not eating, but feeding was his new motto.
On August 1, 1933, Emil Pauly sold his company, which had been stricken by the global economic crisis , to Philipp Bender and Heinz Koch for a pension contract . Bender took over the production area and the administration of the buildings, while Koch was in charge of advertising and sales. Primarily the market in health food stores was expanded .
During the Second World War , sales increased further and reached 3.5 million Reichsmarks in 1944 . In the last years of the war and also at the beginning of the post-war period, not only children but also many adults were supplied with children's food. As a result, with the currency reform of 1948, when staple foods were available again , sales fell significantly. But even during the war, the company had been producing sweets with machines it had purchased , so that a wide range has now been built up.
In 1946 Georg Denfeld, experienced in the rusk industry, joined the company. He optimized the advertising and sales organization by setting up an only agent system with distribution warehouses. Milupa baby food was now available in pharmacies , health food stores, drugstores and selected stores with price and sales restrictions. They approached maternity institutions , midwives and infant nurses directly, and they were given free giveaways . Increased use was also made of the numerous delivery trucks as advertising media , organized congresses and published books for young mothers.
A new product came onto the market in 1950: dry oat slime in a new flake form that was quick and easy to prepare. Although the consumers gave the article wide recognition, the oatmeal industry tried to prevent the corresponding patent until 1958 . Meanwhile, the expanding company has developed the follow-up formula Milana and honey milk in a long-lasting powder form that can be dosed. In 1954 the diet food Dr. Kousa Whole Wheat Gel came onto the market for the first time, followed by Miluvit instant semolina in 1959 . Above all, Milumil , introduced in 1969 , whose pearled form was supposed to facilitate dosing, conquered the infant nutrition market and turned Milupa into a global company.
In 1969 there were 18 branches throughout Germany, each with 10 independent sales representatives and their distribution centers, a research assistant and a specialist traveler ( Springer ). Other branches and production facilities also existed abroad, for example in Italy , Spain , France , Austria and Belgium . 1200 employees at the plant ensured an annual turnover of well over 100 million D-Marks .
The Friedrichsdorf parent company was expanded by purchasing neighboring properties on which new buildings were built. In 1969 the Dr. Herbert Quandt Group bought Milupa-Pauly GmbH and converted it into a stock corporation. Since Friedrichsdorf did not offer any space to expand the production facilities, another facility was built in Fulda .
At the beginning of the 1980s it turned out that the Milupa children's tea, in connection with product additives, promoted the nursing bottle syndrome extremely. Dozens of those affected went to court, Milupa tried to influence dental experts, but the Federal Court of Justice finally decided in 1991 that due to the aggressive marketing and insufficient warning notices, compensation for pain and suffering should be paid to those affected.
In 1995 the company passed into the ownership of the Dutch Nutricia group, which later became Numico. In 2003 Milupa began an extensive restructuring , which also included the change of name to Milupa GmbH. In 2005 production in Friedrichsdorf was stopped and relocated abroad (Poland, Spain, England). The production of Pulmoll cough drops was handed over to Kalfany . In 2011 the production buildings were demolished, only the two administration buildings, the former tea factory in Industriestrasse and the high-bay warehouse in Max-Planck-Strasse remained. A shopping center with an area of 12,000 square meters and 40 shops as well as a compact residential area were built on the area that was now vacated.
Web links
Individual evidence
- ↑ Product liability: Like little vampires. In: Der Spiegel , November 18, 1991.