Alpro is looking to premiumse the dairy alternatives category with the launch of Alpro Origins, a new range of premium organic milk alternatives.
The two-strong chilled range comprises single-origin Italian Almond and Sri Lankan Coconut variants (rsp: £2.50/750ml), featuring higher percentages of the title ingredients than standard organic Alpro products.
Its Sri Lankan Coconut SKU contains 14% coconut, compared with 5.3% in Alpro’s standard Organic Coconut drink. The Origins roasted Italian Almond variant features 5% organic almonds, some 2.7 percentage points higher than its standard Organic Almond Unsweetened drink.
Both drinks are unsweetened, using a technique that stops the natural sugars from developing in the formulation process.
The brand said the new products were primed to “capture plant-based shoppers looking for a premium organic option to add to their basket”. They launched in Morrisons last week packaged in recyclable plastic bottles.
“Sales of organic food and drink are growing, rising 4% since 2017 and up for the seventh consecutive year,” said Alpro UK and Ireland marketing director Vicky Bhattu. “It signals a clear opportunity for growth by tapping this demand alongside the continued demand for plant-based products.”
It comes as Nielsen sales data for September revealed sales of plant-based food and drink in UK retailers continue to soar, hitting £354m in value, up 26% on the same period in 2017, while volume sales were up 16% [MAT 8 September 2018].
“We’re confident that bolstering our drinks range to include a premium organic option made with single-origin ingredients will mean that we’re appealing to a new base of premium plant-based shoppers, while also encouraging existing buyers to explore a variety of plant-based offerings,” Bhattu added.