Plant-based beverages brand Alpro is breathing new life into the category this spring with the launch of two best-selling variants, Creamy Oat & Almond No-Sugars Milk Alternatives, in a new 500ml pack size. The new formats will be rolling out into convenience stores this month.
“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," said Tom Kerr, Head of Category Management Plant Based at Danone.
“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 from 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 the best-selling variants of Creamy Oat and Almond No Sugars.
RRPs:
Alpro Almond No Sugar 500ml - £1.30
Alpro Creamy Oat 500ml - £1.30
Jo Taylorson