DMK Group realigns Alete

The brand is converting the whole portfolio to Alete bewusst.

In line with its 2030 strategy, the DMK Group has completed another milestone by realigning the Alete brand it acquired last year. Under the new brand name Alete bewusst, the brand will offer a wide range of products for conscious nutrition, placing emphasis on organic quality and doing away with the use of palm oil in many different supplementary food products.

As a result, over 60 items and seven new products, aimed at babies and children of pre-school age, are being brought onto the market with a new design.

Christoph Esch, managing director of Humana Vertriebs, part of the DMK Group, explained: “Our products are designed to support parents who want to feed their children in a conscious way.

“By continuing to develop in this way, we have now put ourselves on course to reposition ourselves as part of the DMK strategy. The DMK Group is thus underlining its focus on the market- and consumer-oriented alignment of its business areas to achieve profitable growth in future-oriented markets. The market for infant nutrition is one of the most attractive consumer goods markets.”

Alete bewusst supports families in their everyday lives with a selection of different supplementary products. The Alete bewusst portfolio has a wide range of product, including jar food, yoghurts and puddings, milk puddings, cereals and evening porridge, biscuits and snacks. The packaging gives consumers information about the ingredients used, and tips and information about a conscious nutritional diet to help them find the right products for their children.

In addition to this, during the development of new products, attention is paid to ensure no added sugar is used, and that the whole Alete portfolio is free of palm oil. Consumers may also visit the new Alete bewusst website where they can find the entire product range, and be informed about the ingredients used.

“In this way, we have made Alete a modern brand for child nutrition, using sustainable and healthy ingredients for training children’s taste buds,” Esch concluded.