The famous Alsa yeasts come from Lorraine, their land of origin. The Ludres factory, in Meurthe-et-Moselle, has produced its latest pink sachets. The German group Dr. Oetker, while retaining the brand, recently separated from the production site by selling it to the Italian group Newlat. Alsa yeasts will now be produced mainly in Germany, where production has already been redirected mainly from 2021, specifies the parisian. The German company itself had bought the brand and the factory from the giant Unilever in 2018.
Baking powder sachets have been manufactured since 1972 at the Ludres site. Newlat, which has promised to invest 20 million euros and keep the hundred employees, now wants to produce yeast there under its Minuto brand, with the aim of turning over 50 million euros by 2024. The new Italian owner of the factory also announced the signing of a contract to supply pastry preparation to a large multinational, which is none other than Unilever according to AFP. This is the first Newlat establishment on French soil.
Lorraine’s inheritance
Although the takeover of the factory was greeted with relief, dispelling the fear of redundancies that hung over Ludres at the time, unions and employees regret the departure of the iconic yeast brand, historically associated with the Lorraine region. Dr. Oetker “never wanted to do any upkeep or upkeep. All they did was keep the brand and produce it elsewhere, uprooting it.” […]. Now, we hope to compete with them and even get ahead, with the investments,” Newlat promised, an employee of the company said. Parisian.
The Alsa brand was born at the end of the 19th century, from the idea of a young Alsatian baker living in Lorraine, Emile Moensch: the name Alsa is a tribute to his region of origin.
Source: BFM TV
