Alpro is bolstering its portfolio of plant-based milk alternatives with the rollout of a new oat drink.
The UHT product (rsp: £1.39 for one litre) will see Alpro go head-to-head with oat drink brand leader Oatly for a slice of the £5.1m oat drink category [Nielsen MAT 14 September 2013].
“In oat, we are bringing a big brand name to an emerging category,” said John Allaway, Alpro UK commercial director.
Alpro has also launched Alpro Almond Dark Chocolate Drink (rsp: £1.59/1l) - its first flavoured nut drink - as well as Alpro Rice Light (rsp: £1.29/1l), which will join Rice Original, launched last year.
The three new drinks are available in Tesco.