Alpro has announced the launch of an Alpro Kids product range.
The new range includes two drinks (rsp: £0.90/200ml): one oat-based in a chocolate flavour and a strawberry-flavour soya drink.
It also includes soy-based alternatives to yoghurt in vanilla and strawberry variants (rsp: £2.25/ 4x115g).
The launch is dairy-free, vegan, and “crafted with families exploring plant-based options in mind”.
The launch comes in response to parental concerns around healthy eating, the brand said.
New data from Quant also showed 71% of parents see ‘less sugar’ or ‘no added sugars’ as an important nutritional benefit, whilst 77% see taste as the number one priority.
“Parents face the challenge of finding foods that are both nutritious and appealing to their children on a daily basis,” said Tom Kerr, head of category management and commercial planning – plant based. “Our new Alpro Kids range addresses this dilemma by offering genuinely delicious plant-based options that kids love, providing a source of essential nutrients for healthy growth – all with less sugar than comparable products.”
The new range contains 30% less sugar than the market average for similar kids’ products, the brand claimed, as well as being fortified with calcium and vitamin D2 along with iodine and vitamins B2 and B12.
It also contains no artificial flavourings, preservatives or colourings and is naturally lactose-free.
The brand also said the range has been tested by children to ensure taste appeal.
“At Danone we are proud to be offering healthy and nutritious options for every member of the family,” added Kerr. With ‘flexitarian’ diets continuing to be popular across households, the new product range is a tasty way to help parents introduce their children to new foods. It’s a deliciously smart way to start the day.”
The range launches into Asda on 7 July and Tesco on 23 July, with availability expanding to other supermarkets including Sainsbury’s and Waitrose in September.
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