Sales: £139.0m (+24.8%)
The Alpro juggernaut showed no signs of slowing down in 2015, following 2014’s 24.7% jump in value sales, with the greatest value gain of any brand in this year’s ranking, worth a cool £27.6m.
Alpro is now the UK’s second largest milk brand, after Cravendale (57), and just £6m now divides the two. “The growth is down to our cross-channel strategy, which combines a multi-category, multi-ingredient approach to NPD with integrated marketing and a drive to be best in class when it comes to shopper marketing” says marketing controller Vicky Upton.
Sales were also boosted by a greater focus on convenience, adds Upton. “Our consumer is a typical top-up shopper” and Alpro has been focused on providing a “select range of products that will help stores to optimise their limited chiller space”.
This approach contributed to an increase in value sales through the convenience channel of 39.6%, adds Upton. The brand started 2016 with new ad campaign Make Over Your Morning and the launch of Alpro Go On, a high-protein single-serve soya alternative to yoghurt. It has pledged to source half its soybeans from Europe this year.