Alpro – the UK’s number one plant-based beverages brand – is breathing new life into the category this spring with the launch of not one, not two, but six new SKUs across its chilled portfolio. These include chilled plant-based protein drinks and alternatives to yoghurts as well as two best-selling variants, Creamy Oat & Almond No-Sugars, in a new 500ml pack size.
Hitting shelves across all the major multiples from April will be four new additions to Alpro’s chilled range including Alpro Plant Protein Chocolate flavour 750ml, Alpro Plant Protein Original 750ml, Alpro Plant Protein Mixed Berries 200g pot and Alpro Plant Protein Mango Banana 200g pot.
The launch responds to in depth consumer research that found that 40% of shoppers are actively ‘looking for added protein’ when buying food and drinks, while 61% of existing plant-based drink shoppers would buy more product if it contained a functional benefit such as added protein. An additional 35% would be more likely to enter the category if it offered benefits beyond that of dairy milk.
Not only do the new SKUs boast all the health credentials expected of a brand that puts consumer health first– including non-HFSS (High in Fat, Salt or Sugar) products, no artificial sweeteners, low in saturated fat, no artificial colour or preservatives and fortified with calcium and vitamins (such as vitamin D2 and B2 in the protein drinks) – but Alpro’s new extended Protein range also pulls on the current consumer trend for functional food and drink.
Tom Kerr, head of category management plant based at Danone says: “Plant Based drinks with benefits’ is key to category growth and protein is leading the charge showing +26% revenue growth[5]. Our research also shows that the chilled Plant-Based drinks aisle is crying out for ‘added protein’ products and that they are needed to both recruit new shoppers and drive incrementality to the category.
“At Alpro we are committed to helping consumers make positive food and drink choices by bringing to market superior, great tasting products that are rich in plant protein. The launch of our exciting new protein drinks and alternatives to yoghurts aims to make protein more accessible to consumers, helping to move away from the notion that protein enhanced products are reserved for those following disciplined exercise routines.
“We want to help consumers start their day in the right way and Alpro’s alternatives to yoghurts and drinks are the perfect way to help support them to do this. Whatever your morning looks like, whether that is getting the kids out the door for school or a sprint to catch the bus, everyone’s version of ‘a champion’ is personal and different. Our ‘Start your day like a Champion’ ATL campaign will communicate this message and is scheduled to go live later next month.”
Alpro’s Plant Protein launch will be supported by a £2m ATL campaign running from April to June 2024. As well as instore sampling and shopper activations, use of influencers across social media and product placement opportunities across breakfast TV.
New formats for Plant-Based drinks
In addition to its new chilled protein SKUs, Alpro is adding a new pack size format to its chilled portfolio in two popular variants – Alpro Almond No Sugars 500ml and Alpro Creamy Oat 500ml. Rolling out into major multiples from this month, the new format will also be available in convenience.
Kerr says: “The cost-of-living crisis has had a significant impact on the plant-based beverage category, and while shoppers have had to make some cutbacks when it comes to their shopping basket, we know the appetite for Alpro remains high.
“We want shoppers to still have access to the category and our brand, which is why we wanted to bring our two most loved variants to consumers in a smaller, more affordable pack size.
“Our new 500ml pack size allows us to have a more accessible price point to help shoppers buy the category without worrying about wastage that may be associated with larger pack formats, helping to attract new shoppers into the category and drive penetration”.
The launch will be supported by a TTL campaign starting in August 2024, hero-ing the breakfast occasion and cereal and focusing on our best-selling variants of Creamy Oat and Almond No Sugars.
