Alpro Introduces Innovations to Elevate Plant-Based Beverages
Source: The DairyNews
Alpro, the leading plant-based beverages brand in the UK, is revolutionizing the market this spring with the introduction of six new products across its chilled portfolio.
These additions include plant-based protein drinks, yogurt alternatives, and the expansion of its popular Creamy Oat & Almond No-Sugars line in a convenient 500ml pack size.
Launching in April across major retailers, the new offerings cater to evolving consumer preferences and demand for functional benefits. With four new additions to its chilled range, including Plant Protein Chocolate and Mixed Berries variants, Alpro addresses the growing interest in protein-enhanced products, supported by consumer insights indicating a strong desire for added protein in food and drinks.
In response to market trends and consumer needs, Alpro's new products boast impeccable health credentials, aligning with the brand's commitment to consumer well-being. Free from HFSS ingredients, artificial sweeteners, and preservatives, these offerings are fortified with essential nutrients like calcium and vitamins, catering to the increasing demand for functional and nutritious alternatives.
Tom Kerr, Head of Category Management Plant-Based at Danone, emphasizes the significance of protein-enriched products in driving category growth, citing a substantial revenue increase in this segment. Alpro's extended Protein range aims to make protein more accessible to consumers, challenging the misconception that such products are exclusively for fitness enthusiasts.
Aligned with its mission to empower consumers to make informed dietary choices, Alpro's new campaign, "Start Your Day Like a Champion," underscores the versatility and nutritional benefits of its yogurt alternatives and protein drinks. Scheduled to launch next month, the campaign embodies the brand's commitment to supporting consumers' diverse lifestyles and morning routines.
Backed by a £2 million ATL campaign, including in-store sampling, influencer partnerships, and breakfast TV placements, Alpro's Plant Protein launch seeks to amplify its presence and engage consumers through various touchpoints. Additionally, the introduction of 500ml pack sizes for popular variants aims to enhance accessibility and affordability, addressing consumer concerns amid the cost-of-living crisis.
Looking ahead, Alpro remains dedicated to driving innovation and accessibility within the plant-based beverage category, fostering a culture of health-conscious choices and culinary exploration.
Launching in April across major retailers, the new offerings cater to evolving consumer preferences and demand for functional benefits. With four new additions to its chilled range, including Plant Protein Chocolate and Mixed Berries variants, Alpro addresses the growing interest in protein-enhanced products, supported by consumer insights indicating a strong desire for added protein in food and drinks.
In response to market trends and consumer needs, Alpro's new products boast impeccable health credentials, aligning with the brand's commitment to consumer well-being. Free from HFSS ingredients, artificial sweeteners, and preservatives, these offerings are fortified with essential nutrients like calcium and vitamins, catering to the increasing demand for functional and nutritious alternatives.
Tom Kerr, Head of Category Management Plant-Based at Danone, emphasizes the significance of protein-enriched products in driving category growth, citing a substantial revenue increase in this segment. Alpro's extended Protein range aims to make protein more accessible to consumers, challenging the misconception that such products are exclusively for fitness enthusiasts.
Aligned with its mission to empower consumers to make informed dietary choices, Alpro's new campaign, "Start Your Day Like a Champion," underscores the versatility and nutritional benefits of its yogurt alternatives and protein drinks. Scheduled to launch next month, the campaign embodies the brand's commitment to supporting consumers' diverse lifestyles and morning routines.
Backed by a £2 million ATL campaign, including in-store sampling, influencer partnerships, and breakfast TV placements, Alpro's Plant Protein launch seeks to amplify its presence and engage consumers through various touchpoints. Additionally, the introduction of 500ml pack sizes for popular variants aims to enhance accessibility and affordability, addressing consumer concerns amid the cost-of-living crisis.
Looking ahead, Alpro remains dedicated to driving innovation and accessibility within the plant-based beverage category, fostering a culture of health-conscious choices and culinary exploration.
