Alpro is gearing up for a major push into the convenience sector by emphasising the 28-day shelf life of its chilled soya milk.

Although some Alpro products are stocked by c-stores already, listings are not widespread.

Research showed that c-store owners believed chilled milk generally only had a seven-day shelf life, said a spokeswoman for Alpro. "As a result, the brand's focus was to clearly state that they, in fact, guarantee 28 days."

C-stores represented an opportunity worth £11m in sales, according to Alpro.