Alpro Introduces New, Economical Packaging Options
Source: The DairyNews
Tom Kerr, the Head of Category Management for Plant-Based Products at Danone, recently addressed the impact of the current economic climate on the plant-based beverage sector. He noted, "Despite the cost-of-living crisis influencing consumer spending, the demand for Alpro remains robust.
To maintain consumer access to our products, we are introducing our two most popular variants in a new, smaller, and more cost-effective packaging size."
Kerr explained the strategy behind the new 500ml packs: "This size not only offers a more affordable price point, enabling consumers to purchase without the concern of unnecessary waste often associated with larger packages but also aims to attract new consumers to the category and increase market penetration."
The initiative will be promoted through an extensive Through-The-Line (TTL) campaign set to launch in August 2024. The campaign will highlight the breakfast occasion, focusing on the top-selling 'Creamy Oat' and 'Almond No Sugars' variants, underscoring their appeal in cereal pairings.
Kerr explained the strategy behind the new 500ml packs: "This size not only offers a more affordable price point, enabling consumers to purchase without the concern of unnecessary waste often associated with larger packages but also aims to attract new consumers to the category and increase market penetration."
The initiative will be promoted through an extensive Through-The-Line (TTL) campaign set to launch in August 2024. The campaign will highlight the breakfast occasion, focusing on the top-selling 'Creamy Oat' and 'Almond No Sugars' variants, underscoring their appeal in cereal pairings.
