Alpro Origins web

The drinks contain higher percentages of almond or coconut than standard Alpro products 

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.

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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.