Alpro has taken a leaf out of Halo Top’s book with the launch of a low-calorie soya-based alternative to ice cream.
Alpro 360 joins Alpro’s existing ice cream alternative portfolio, launched in 2016, and went on sale in Morrisons and Ocado last week (rsp: £5/450ml).
It is available in Caramel Macchiato, Velvety Chocolate and Passionate Mango flavours, and has 360 calories per tub. Alpro said it contained no sweeteners and 30% less sugar than the category average.
The product pays homage to ice cream sensation Halo Top and rival products by carrying the number 360 prominently on the front of tubs. It also carries a redesigned Alpro logo, which the brand is set to roll out across its lineup later this year.
“The packaging for Alpro 360 marks the first stage of an exciting brand refresh for Alpro,” said the brand’s UK and Ireland marketing director David Jiscoot. “We are looking forward to revealing the brand new look for the rest of the Alpro range in due course.” The launch comes amid booming ice cream sales. Value sales rose by £146.1m last year to £1.1bn [Nielsen 52 w/e 8 September 2018].