Alpro has announced the launch of two new varieties to its soya alternative to yogurt range, in an attempt to enhance its position within the plant-based category.
Alpro soya with almond and Alpro soya with coconut will join the existing Simply Plain variety and will be available in 500g ‘Big Pot’ formats at Sainsbury’s outlets from January. “The move is a significant step for the brand as it ramps up its cross category offer to tap into the growing consumer interest in plant-based choices,” the company said.
It claimed that one in five households was now buying into the plant-based food and drink category, which has seen 20% year-on-year growth, as it seeks to demonstrate demand for the diversification of its product portfolio. Almond and coconut-flavoured drinks have a reported combined worth of just over £40m, with Alpro’s existing products showing close to 50% growth between 2013 and 2014.
The new Alpro line contains less than 55kcal, less than 3g fat and less than 2.1g of sugar and will be supported by an extensive campaign of television advertising, shopper marketing and blogger and PR campaigns.
Vicky Upton, marketing controller at Alpro UK, said: “Launching these varieties was a natural step for us. Alpro continues to be first to market with product innovations in the plant-based category, offering consumers tasty, new and inspiring products to add to their daily repertoire. The launch of these Big Pots is a perfect example of our ambition to continue to grow this category.
“We already know that almond and coconut are on-trend products and when combined with our soya base they create a delicious versatile ingredient, snack or dessert. Together with our Simply Plain Big Pot we now have a strong range to inspire healthy eating occasions.”
© FoodBev Media Ltd 2020
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