Alpro has refreshed its on-the-go offering with a new range of chilled single-serve drinks.
Combining soya or coconut with a fusion of fruits in a 330ml tetra pak, Alpro Fusion marks a significant step for the brand into the snacking and impulse sector, following the launch of Alpro Go On, a high protein plant-based alternative to yogurt, in February.
The addition of Fusion is set to capitalise on the success of Alpro’s 23% year-on-year value growth and tap into growing consumer demand for healthy, on-the-go products.
Alpro UK and Ireland marketing controller Vicky Upton said: “We know there is consumer demand for more plant-based options, particularly convenient products that fit in with their busy lifestyles. That’s why we’ve created Alpro Fusion – it’s the perfect option for on-the-go refreshment with a delicious fusion of plant-based ingredients and no added sugars.
“Adding a ‘grab-and-go’ drink to our ever-growing portfolio forms part of our continued drive to offer consumers a broad range of plant-based solutions that are available where and when they need them.
“The launch also ensures a presence for our product range across multiple fixtures in-store, taking the brand into a new usage occasion and building further on the snacking and impulse opportunity.”
Rolling out into the UK convenience channel and with distribution in Waitrose from March, Alpro Fusion will be available in an apple and kiwi soya variant, plus pineapple and lemongrass coconut drink. It will be merchandised in chillers alongside on-the-go single serve drinks with a recommended retail price of £1.79.
The launch is being supported by a fully integrated marketing campaign including advertising, shopper marketing, PR and social engagement, and sampling and experiential activity.
© FoodBev Media Ltd 2021
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