Gorillas lists Alnatura products in Germany

On by

Back to index

  • Several hundred Alnatura products to be listed in the Gorillas app starting June 10
  • Focus on sustainable quick commerce shopping experience
  • Share of organic and Demeter products in the Gorillas assortment rises to more than 15 percent
  • For Europe’s leading quick commerce company, the cooperation reflects its strategic retail approach, which also includes partnerships with Tesco (UK),Casino (FR), and Jumbo (NL).

Berlin, June 1st 2022 - Groceries on demand delivery pioneer Gorillas lists Alnatura products in its app for the German market, further paving the way for a sustainability-driven shopping experience in Quick Commerce. As part of the cooperation with Alnatura, over 250 of Alnatura’s most sought after products will be available to conscious consumers in the German Gorillas app starting June 10. This decisive step in Gorillas’ commercial strategy will increase the share of organically produced products in the overall assortment to over 15 percent. The partnership builds on a successful pilot project in April and May 2022 in the German state of North Rhine-Westphalia, which showed high demand for an instant shopping experience among Alnatura customers. The Gorillas cooperation with Alnatura will be accompanied by a marketing campaign by the Quick Commerce company.

The collaboration between Alnatura and Gorillas - two pioneers in their respective markets - will provide a comprehensive shopping experience for conscious consumers, who will now be able to receive their favorite sustainably produced products in minutes. Alnatura has found in Gorillas the perfect partner for the Quick Commerce market in Germany, which brings in vital knowledge about a bespoke instant delivery experience. Following partnerships with supermarket giants Tesco in the UK, Casino in France, and Jumbo in the Netherlands, Gorillas' collaboration with Alnatura, the most successful and beloved organic brand in Germany, is the next strategic milestone in its domestic market as well as for the expansion of its high-profile global network of retail partners.

The path to conscious quick commerce is paved

Gorillas places particular emphasis on sustainable initiatives and long-term collaborations with companies that share the same (sustainability) goals. The partnership with organic retailer Alnatura is therefore an important reflection of Gorillas' continued focus on sustainability and its mission to provide its customers with instant access to the highest quality products and the best organic producers at affordable prices. Internal data shows that Gorillas customers have clear sustainable purchasing patterns, with 56 percent of orders containing organic products. A crucial overlap of target groups with the organic retailer Alnatura, which proved decisive in a test phase of the retail cooperation in May 2022 in North Rhine-Westphalia: A selection of Alnatura products were featured in the Gorillas app and immediately met with overwhelming interest among customers.

Due to the overwhelmingly positive response from customers, Gorillas has decided to strengthen its organic assortment throughout Germany with a wide range of products from Alnatura: Over 15 percent of Gorillas' entire German range is now sustainably produced. The initial 250-product Alnatura portfolio in the Gorillas app includes popular products from the categories Alnatura is best known for: dry goods, fresh products, and frozen products. Popular items from the Alnatura, Alnavit, and Alviana brands such as various types of cheese, coffee, pasta varieties, sweets and selected cosmetic products will make conscious weekly shopping easier than ever.

Kağan Sümer, founder and CEO of Gorillas: "In Germany, Alnatura stands for conscious shopping like no other food brand and is the most popular food brand in the country. The fact that they have chosen Gorillas as their partner for their entry into Quick Commerce is a special privilege for us. I am convinced that we can learn a lot from each other's strengths and I am very much looking forward to working together to create a fast and high-quality shopping experience for Alnatura's customers."

Johannes Mühling, Division Manager of Alnatura: "We want to make it possible for everyone to buy Alnatura organic products according to their needs and at any time that is convenient for them. The shopping habits of our customers have changed, and express delivery services are becoming increasingly important. The cooperation with Gorillas enables us to get young people in particular excited about Alnatura products and thus further advance organic farming."

About Gorillas Gorillas, founded by CEO Kağan Sümer, builds an infrastructure for the fastest last-mile delivery of essential human needs. The on-demand delivery startup needs just a few minutes to deliver goods from the user's shopping cart to the desired destination. By disrupting the shopping and supply chain experience of traditional retailers, Gorillas is shaping new grocery consumer behavior (Need-Order-Get). Gorillas has built a diverse team of over 15,000 employees since its founding. Within two years, the company has expanded to more than 60 cities, including Amsterdam, London, Paris, Madrid, New York, Milan and Munich, and has established more than 230 micro-fulfillment centers in nine countries.

About Alnatura Alnatura was envisioned and conceived by Götz Rehn more than 35 years ago. He founded Alnatura in 1984 and remains its CEO today. For his life's work, Götz Rehn was awarded the German Founder's Prize in 2021. There are currently 144 Alnatura Super Natur stores in 68 cities in 14 German states. Over 1,300 different organic food products are produced under the Alnatura brand. These are sold in Alnatura's own organic markets and in around 12,900 stores of various retail partners in 15 countries throughout Europe. Since February 2021, the organic retailer has been one of the first companies to be certified according to the new comprehensive We-Care standard for social and ecological justice along the supply chain. Alnatura employs around 3,700 people, including 310 apprentices. In the 2020/2021 financial year, Alnatura generated net sales of 1.15 billion euros, an increase of seven percent on the previous financial year.

Related articles