alpro ice cream

Alpro has made its debut in the freezer aisle with a trio of dairy-free, plant-based ice creams.

Alpro Ice Cream is launching exclusively in Tesco stores nationwide this week in Vanilla, Hazelnut Chocolate and Coconut flavours (rsp: £3.50/500ml tub). The brand said it intended to seek further listings next year.

Aimed at consumers looking for “permissible treats”, the range was made with premium ingredients such as bourbon vanilla extract and contained 30% less sugar and 30% less saturated fats than similar dairy products, Alpro said. The pots contain no more than 120 calories per 100g.

Alpro, winner of Brand of the Year at The Grocer Gold Awards 2016, said the NPD would tap booming demand for plant-based food and drink.

Marketing controller for Alpro UK & Ireland Vicky Upton added it would bring incremental sales to the category by increasing purchase frequency among mainstream consumers.

“Our new range hits the consumer sweet spot - great taste and plant-based health credentials,” she said.

Alpro is supporting the launch with a fully integrated campaign including digital advertising, in-store and on-line promotions alongside sampling and social media.

Earlier this year, Alpro was revealed to be the fastest-growing brand in the UK, with sales up 24.8% to £139m, according to Britain’s Biggest Brands 2016 [The Grocer/Nielsen].

It is now the UK’s second-largest milk brand, just £6m behind first-placed Cravendale.