Dairy free specialist Alpro is hoping to lure diet-conscious women away from skimmed milk with a light, sugar-free soya version containing just 1.2% fat.
As the first chilled, dairy-free and unsweetened product of its kind on the UK market, Alpro Soya Light is being pushed as a lower-calorie alternative to skimmed milk.
Containing added calcium and vitamins and carrying a cholesterol-lowering claim, the product is targeted at active young women. The packaging takes cues from the red colour used to identify skimmed milk on shelves.
Alpro soya light will be backed with a multimillion-pound nationwide marketing campaign in 2006, including television starting on March 1, press ads and sampling. John Allaway, commercial director at Alpro, said: “Lower fat alternatives are a popular choice for an increasingly diet-conscious nation.”
Light has added calcium and fibre and is also enriched with vitamins C, E, B2, B6, B12 and folic acid. Packaged in bright one-litre packs, the drink has won listings in all the major multiples, priced at £1.39.
Made with 100% natural ingredients, the drink uses only non-GM soya beans.
Alpro has in the past few months launched the Soya & Fruit drinks brand as demand for dairy-free products continues to grow, either from health-conscious consumers or allergy sufferers. It is planning further innovations in light products in 2006.
Claire Hu
As the first chilled, dairy-free and unsweetened product of its kind on the UK market, Alpro Soya Light is being pushed as a lower-calorie alternative to skimmed milk.
Containing added calcium and vitamins and carrying a cholesterol-lowering claim, the product is targeted at active young women. The packaging takes cues from the red colour used to identify skimmed milk on shelves.
Alpro soya light will be backed with a multimillion-pound nationwide marketing campaign in 2006, including television starting on March 1, press ads and sampling. John Allaway, commercial director at Alpro, said: “Lower fat alternatives are a popular choice for an increasingly diet-conscious nation.”
Light has added calcium and fibre and is also enriched with vitamins C, E, B2, B6, B12 and folic acid. Packaged in bright one-litre packs, the drink has won listings in all the major multiples, priced at £1.39.
Made with 100% natural ingredients, the drink uses only non-GM soya beans.
Alpro has in the past few months launched the Soya & Fruit drinks brand as demand for dairy-free products continues to grow, either from health-conscious consumers or allergy sufferers. It is planning further innovations in light products in 2006.
Claire Hu
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