Little more than a year after Danone set out to convince the nation to pour yoghurt over its cereals, the pouring trend has spilled into dairy-free, with Alpro launching two soya versions.
Alpro Pouring in ‘simply plain’ and vanilla went on sale in Tesco last week (rsp: £1.85 for a 750ml pack). Alpro is also launching Alpro Pouring in Europe, where the market is already well established.
The company said the new yoghurts were more “pourable” than Alpro’s standard plain and vanilla soya yoghurts, and could be used for breakfast cereals and as a cooking ingredient.
“Alpro Pouring will be a great addition to our portfolio, tapping into the growing usage of yoghurt at breakfast,” said Alpro UK commercial director John Allaway.
The launch of Alpro Pouring comes after a flurry of NPD for Alpro this year. In January, it introduced a new Fruity & Creamy range of luxury soya yoghurts, and in February, it expanded into nuts-based drinks with chilled almond and hazelnut milks.
It has also just kicked off a new national ad campaign, which will run until June.