Aldi has set its sights on the booming dairy alternatives category and market leader Alpro with the rebrand of its own-label soya milk range as ‘Actileaf’
The retailer registered a trademark last autumn for both the Actileaf brand and logo – similar to Alpro’s branding – and the slogan ‘Release the Green Power’. Alpro’s branding includes the slogan ‘Enjoy Plant Power’.
It confirmed this week that its own-label ambient soya milk variant was now being sold under the Actileaf brand (rsp: 59p/1l).
Aldi joint MD of corporate buying Giles Hurley said that as a result of the success of the variant (sales up 45% during the past 12 months), it was also “trialling a sweetened chilled soya milk product” priced at 89 pence per litre.
“This was introduced to stores in January 2015 when our ambient and chilled soya milk products were both rebranded to Aldi’s own brand label Actileaf,” he added.