Dream's Range

Dream’s full plant based milk alternative offering in fresh PET bottle

April 20, 2017, 8:30 am
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Plant based milk alternative brand Dream is seeking to grow the plant based dairy category, currently worth £199m in the UK* with an innovative new packaging range.  Replacing the current tetra pack offering, four of Dream’s dairy-free milk alternatives will be available in a new PET bottle.

Dream's Range
Dream’s Range

Modeled on a traditional dairy milk bottle, the new pack format is available in the chilled free-from aisle in Tesco and Waitrose from April.

The new packaging comes as the market is growing by 12.9% YOY and follows the announcement that dairy alternatives have been introduced into the Consumer Price Inflation Basket of Goods and Services for the first time, following the rise in popularity of dairy-free diets and veganism.

Dream’s new PET packaging will be rolled out across four of its best selling plant based milks: Rice, Coconut, Oat and Soya. Dream will be the first brand to bring a full dairy-free milk alternative offering in the chilled PET format to the growing plant based dairy category.

The launch will be supported by extensive PR and influencer support and the brand’s first above the line campaign. It aims to target ‘Dairy Reducers’ and drive new consumers into the category by encouraging them to switch their dairy milk for Dream.

David Atkinson, Managing Director Grocery, The Hain Daniels Group comments “Our testing has shown an overwhelmingly positive response to the new bottles. Initial feedback shows that consumers, particularly those who don’t often buy dairy-free products, are attracted to the ‘freshness’ appeal and premium look of the new pack. We want to show consumers of all kinds that Dream can be enjoyed as an alternative to milk and we are confident that this innovative new packaging will encourage people to see plant-based drinks in a different way.”

 

* IRI SI Grocery 52 w/e 18 Feb 17
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