Alpro has announced a major reformulation of its core lineup, with global pop icon Zara Larsson as the face of the campaign.
The plant-based giant has fortified part of its range with a blend of essential nutrients.
Its almond and soya drinks, flavoured yoghurt alternatives, and Greek-style and soya plain yoghurt variants are among 22 products that have been supplemented with five essential nutrients.
These include a combination of calcium, protein, iodine and vitamins B12, D2, E, B9, B6 and B2.
The move comes after research commissioned by Alpro revealed one in five Brits (19%) do not believe they are attaining enough essential nutrients through diet alone.
Almost a third of respondents (28%) expressed concern that they are missing out on key nutrients, especially vitamin D, B12 and calcium, the Censuswide poll of 2,000 UK adults showed.
Meanwhile, 69% of zillennials (aged 25-34) said they felt guilty about their breakfast habits.
Larsson said self-care for her was non-negotiable – especially when she was on the road touring.
“That’s why teaming up with Alpro just made sense, and I’ve loved their products for ages,” she said. “Whether I’m grabbing a quick breakfast before rehearsals or finding a chill moment off stage, I know I’m still giving my body some of the nutrients it needs. It’s empowering to know Alpro is actually supporting me.”
Jon Ruberry, Alpro’s category marketing director, plant-based foods, added: “We’re thrilled to partner with Zara Larsson. Her commitment to wellness and self-care makes her the ideal ambassador to inspire healthier lifestyles and a nutritious start to the day.”
The survey also shed light on the growing influence of social media on food choices.
Almost one in five Brits (18%) said they take nutrition advice from online platforms, while 20% have stuck with a food or lifestyle change they discovered online.
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