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Vreugdenhil steps into plant-based milk with Cosun
Vreugdenhil Dairy Foods enters the market for dairy substitutes. With this, the milk powder producer taps into a new market, in which the raw material does not come from cows, but from plants. The company is working together with Cosun on this.
In concrete terms, the cooperation means that Vreugdenhil has signed a distribution contract with Cosun for the sale of protein powder in Spain, Japan and South Korea. The powder is produced by Cosun and will be marketed in the above countries by Vreugdenhil. The company has traditionally had good access to these countries from the milk powder trade.
Both parties are happy with the collaboration. Cosun believes it has found a partner in Vreugdenhil to tap into the market for dairy substitutes. Vreugdenhil says that the inclusion of vegetable proteins is a logical step in expanding the range. Nevertheless, the step comes as a surprise, given that Vreugdenhil traditionally focuses on cow's milk powder.
Differentiate
It is noticeable that Vreugdenhil has been differentiating its strategy considerably lately. For example, the company also announced dairy farmers last September Belgium to recruit as a supplier. In addition, Vreugdenhil has recently also started producing and marketing goat milk powder. This is done in Putten, where the NutriDutch factory has been taken over. Now the company is also entering the market for dairy substitutes. With these steps, Vreugdenhil is probably trying to respond to a shrinking dairy farm in our country.
Wouter Job
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