• Plant-based leader[1] unveils biggest-ever logo and packaging makeover to create even greater standout throughout depot, in-store and online
  • Move will help retailers and wholesalers to signpost plant-based opportunity even more clearly – and sell “more packs to more people, more frequently”
  • Refresh will be backed by game-changing NPD and high-impact new ‘Good for You’ marketing campaign 

Alpro has unveiled a brand-new look as the plant-based pioneer[2] gears up to lead the “next wave of growth” for the fast-paced plant-based category.

Rolling out now across its popular range of plant-based drinks and alternatives to yogurt, the “clean, modern pack design” is designed to “tip plant-based well and truly into the mainstream by bringing a whole new base of shoppers into the category, and the Alpro brand,” explains David Jiscoot, Marketing Director for Alpro UK & Ireland.

“At present, around £1 in every £10 spent on plant-based food and drink is going through wholesale and convenience, with sales having risen by +34% in this channel in the last year alone[3],” continues Jiscoot.

“This means that now is the time for wholesalers and cash & carry operators to start to realise the full potential for plant-based sales in this channel, by stocking the plant-based brands that can help their retail customers to grow their sales in turn.”

Tom Kerr, Head of Category at Alpro UK & Ireland, comments: “The recent sales success of plant-based food and drink is obviously fantastic news for operators, but there is still plenty of scope for growth.

“As the category’s leading player, Alpro is the brand they should turn to because value sales in grocery retail are growing rapidly[4] as shoppers buy more of our products more often –with the average spend per trip up +7% and frequency of purchase up +5.3% year on year[5].

“With ‘top up’ convenience shoppers actively seeking out their favourite brands in these stores, and visiting them on a regular basis throughout the week, the significance of these figures is not to be ignored,” says Kerr.

“In terms of what to stock, we recommend that a selection of our best-sellers, including our Soya Original, Almond Roasted Unsweetened, Oat Original and Coconut Original drinks, all of which come in one-litre Tetra Paks. Our Simply Plain Big Pot is also a star performer in our soya alternative to yogurt range.”

For Jiscoot, Kerr’s point about the opportunity for growth rings even truer when you consider the fact Alpro’s new look will be backed by game-changing NPD and a totally new multi-channel marketing campaign, to “make sure that we are front of mind for the ever-increasing number of shoppers looking to buy and try plant-based, be it in-store, online or when out and about”.

According to Jiscoot, the redesign includes a brand-new logo, hand-crafted illustrations and “natural photography of real plant-based ingredients” coupled with simple recipe ideas and usage inspiration. In addition, front-of-pack nutrition labelling features for the first time, along with prominent health claims such as ‘no sugars’, ‘high fibre’ or ‘low in saturated fat’.

“Our new packs are perfectly placed to attract even more new shoppers, as well as increase frequency of purchase among our existing fanbase,” says Jiscoot, “with our own research showing that eight out of 10 people would be likely to buy Alpro under the new branding[6].

“For us, this is no surprise, because we’ve used this refresh as an opportunity to shine the spotlight on our unrivalled nutritional credentials. We’ve also made sure to make the genuine ‘value add’ that our products can offer shoppers front and centre of pack, as well as emphasise how easily they can be enjoyed day-to-day.”

The refresh will be backed by a raft of game-changing innovation to drive Alpro into totally new categories over the coming months, as the brand ramps up its mission to “deliver a plant-based solution in every consumption moment by tapping into plant-based usage out of home and on the go”.

“We’ll also be unveiling a brand-new marketing campaign featuring a global celebrity under the banner ‘Good For You’, using a combination of high-impact PR, social, digital and shopper marketing to reach mainstream shoppers nationwide,” adds Jiscoot.

“This will cheerlead ‘life’s triers’ by championing those looking to make small, positive changes for the good of their health, and the health of our planet – at the same time as highlighting the power of Alpro’s products and the role they can play in all our lives.”

Alpro’s new-look packaging will be available to wholesalers and cash and carry operators nationwide from mid-August.

[1] Alpro accounts £6 out of every £10 spent on plant-based drinks and alternatives to yogurt, cream, desserts and ice cream – Nielsen Scantrack 52 w/e 20/04/19

[2] Alpro accounts £6 out of every £10 spent on plant-based drinks and alternatives to yogurt, cream, desserts and ice cream – Nielsen Scantrack 52 w/e 20/04/19

[3] Nielsen 26/01/19

[4] Nielsen Scantrack 52 w/e 20/04/19 – value sales uplift +10.2% year on year

[5] Nielsen Scantrack 52 w/e 20/04/19

[6] Alpro commissioned PRS in VIVO – Alpro Packaging Redesign Qualitative and Quantitative Evaluation April 2019

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