Alpro is targeting the ‘grab and go’ drinks market with a new fruity plant-based offer.
Rolling out now to convenience stores and Waitrose, Alpro Fusion is available in Soya Apple & Kiwi and Coconut Pineapple & Lemongrass variants (rsp: £1.79/330ml).
“Adding a ‘grab and go’ drink to our ever-growing portfolio forms part of our continued drive to offer consumers a broad range of plant-based solutions that are available where and when they need them,” said Vicky Upton, marketing controller at Alpro UK and Ireland.
“[It] ensures a presence for our product range across multiple fixtures in-store, taking the brand into a new usage occasion and building further on the snacking and impulse opportunity.”
The launch is being supported by an integrated marketing campaign including advertising, social media and PR.
Last month, the brand unveiled Go On, a new soya-based high protein alternative to Greek style and other thick yoghurts that contain a fruit base.
Alpro has experienced +23.5% year-on-year value growth [Nielsen MAT w/e 30 January 2016] - it was the 15th largest yoghurt brand in the UK last year, according to The Grocer Top Products Survey, with value sales of £21.9m, up 4.1% on the previous year [Nielsen 52 w/e 10 October 2015].