Alpro is stepping beyond soya in 2012 with the introduction of two new drinks, which are designed to tap into the growing consumer trend for plant-based food and drink products.
In recognition of the popularity, taste and health appeal of nuts, the brand is launching Alpro Almond milk and Alpro Hazelnut drink.
With the plant-based sector of the alternatives category showing the strongest performance with 3% rise in value yoy these products represent an opportunity to bring new consumers into the category.
With an RRP of £1.79 per litre pack in fresh the products aims to increase category value as well as extending choices.
UHT versions will also be available.
John Allaway, commercial director for Alpro said: “Of course, we’re not giving up our soya heritage.
“We have a growing share of soya sales, now standing at over 70%, with retailer own brand as the next biggest competitor.
“However, by introducing genuinely innovative products such as an almond milk and a hazelnut drink under the Alpro brand, we are clearly increasing consumer choice and significantly widening market potential.
“Consumers will now be able enjoy the most interesting and engaging range of plant-based drinks ever.
“The taste is delicious, familiar to many consumers and very accessible.
“These products thus offer an easier entry point for consumers wanting to explore plant-based eating.
“We anticipate that a significant number of consumers will be traditional dairy purchasers looking for new choices to add to their baskets.”
Merchandised alongside the other plant-based drinks within milk chiller, these new lines will be rolling out in all of the major retailers from early February 2012 onwards.