Plant-based category leader[1] Alpro is bolstering its popular Big Pot line-up to offer shoppers a 100% oat-based option in the yogurt aisle.

Alpro Absolutely Oat boasts the highest oat and fibre content on the market[2], and is naturally low in sugars and fat – with the added benefit of natural cultures.

“Oat drinks are now a firm favourite amongst consumers, with oat on track to become the number one ingredient in plant-based drinks by the end of 2020,” says David Jiscoot, Marketing Director for Alpro UK & Ireland. “Naturally, this means that there’s a huge opportunity to mirror this success in the yogurt aisle and, as the clear and consistent category leader, Alpro is uniquely placed to make this happen.

“Not only are we responsible for driving 66% of all new plant-based shoppers into the category[3], we are also continuing to drive spend[4],” explains Jiscoot. “That’s because we continue to deliver trend-led, demand-driven innovation that will encourage our existing shoppers to buy cross-range, and new shoppers to start buying into plant-based.

“As well as being rich in fibre, Alpro Absolutely Oat is made from 100% European oats, so we are confident it will appeal to people looking for new ways to enjoy healthy, sustainable oat-based products in their diets,” continues Jiscoot. “It’s the ideal choice for a delicious, nutritious breakfast – or to enjoy as a snack in the afternoon.”

Alpro Absolutely Oat (350g, MRSP £1.99) is available in Tesco stores nationwide now.

[1] Alpro accounts for £6 out of every £10 spent on plant-based drinks and alternatives to yogurt, cream, desserts and ice cream – Nielsen Scantrack 52 w/e 16/05/20

[2] 15.5% oat content per 350g; 2.7g fibre content per 100g – both versus competitive set

[3] Nielsen Homescan 52 w/e 25/01/20

[4] Nielsen Homescan 52 w/e 25/01/20

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