Alpro relaunches pack designs to target more shoppers

Alpro is refreshing its pack designs in a bid to make dairy alternatives more accessible and bring more shoppers to the category.

Rolling out across its plant-based drinks and yoghurt alternatives from mid-August, the designs will be backed by new PoS, as well as online advertising.

The packs will feature a new logo, illustrations, natural food photography and recipe ideas.

David Jiscoot, Alpro marketing director, told Better Retailing that the brand is experiencing growth across its whole range, but Soya Original and Almond Unsweetened varieties are must-stocks for independent retailers, representing 90% of category sales.

“Around £1 in every £10 spent on plant-based food and drink is going through wholesale and convenience, with sales having risen by 35% in this channel in the past year,” he added.

Alpro recently took 14 out of the top 25 must-stock free-from products in RN’s recent What to Stock supplement, with Soya Original, Oat and Coconut flavours ranking high in the table.

“Coconut is still a growing ingredient and targets a different shopper than Soya and Almond. Soya and Almond tend to be used as an alternative in cereals, whereas coconut tends to be consumed on its own or in coffee,” Jiscoot said.


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