L’France Media Agency (AFP) had indeed announced on January 5 the sale of the site. The Dr Oetker group, which owns the Alsa brand, has been redirecting its production mainly to Germany since 2021. The famous pink sachets will therefore no longer be produced in France.
This takeover for 20 million euros by the Italian group Newlat has been effective since 1er January. This is Newlat’s first location in France. In the former Alsa factory, Newlat should produce yeast and cake mixes under the Minuto brand, says The Parisian.
“A looting of Lorraine’s heritage”
“There is an attachment to the brand, here we all have pink blood”testified before theAFP a union delegate from the Ludres factory, requesting anonymity. “It’s a looting of Lorraine’s heritage”according to him.
We found the famous sachet in this advertisement from 1997, for the 100th anniversary of the brand, still available on Alsa’s YouTube channel:
The Alsa brand was created in 1897 in Lorraine.