Alpro is looking to capitalise on the boom in plant-based food and drink by launching its first range of chilled coffees.
With Veganuary in full swing, Alpro Caffè marks the dairy alternative giant’s first foray into the RTD chilled coffee category and will launch nationwide in Sainsbury’s on 21 January in coffee & hazelnut and coffee & soya caramel flavours (rsp: £2.50/one-litre carton). The drinks will also be listed in other retailers from February, Alpro said.
The range is made using soya milk and Rainforest Alliance-accredited coffee beans from Vietnam. It also contained on average 30% less sugars than the brand’s key competitors in RTD coffee drinks, Alpro said. The drinks would offer shoppers a “totally new way to enjoy Alpro”, and would be merchandised next to Alpro’s existing chilled products in the dairy aisle, it added.
“Using our 35 years of experience in plant-based, we have found the perfect way to blend some of our popular plant-based ingredients with sustainably sourced coffee,” said Alpro UK & Ireland head of marketing Vicky Upton.
“Offering another great way to discover Alpro and plant-based, Alpro Caffè will provide consumers the opportunity to enjoy chilled, plant-based coffee while indulging in ‘me moments’ at home, taking time out at work or simply sharing with friends. We are confident this new range will be a great hit with existing Alpro shoppers, as well as the growing number of people who are looking for plant-based inspiration throughout the store.”
The launch will be supported by the brand’s largest-ever marketing spend, which will include a fresh round of TV advertising over the coming months.
It comes on the back of a raft of plant-based NPD in the mults over the past few weeks, and ahead of a major initiative by Alpro on 7 March, when Alpro will celebrate ‘Plant Power Day’, with a series of promotional events in association with other like-minded brands and retailers.
“Our philosophy is to bring businesses, consumers and brands together to make 2018 the year of plant power,” Upton added. The launch of Alpro Caffè and the brand’s activities in March, marked the start of Alpro’s push to attract the two-thirds of people who hadn’t yet engaged with brand to do so, she said.
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