Alpro Go On: Plain

alpro go on

Who: Alpro

What: Alpro Go On: Plain

Where: Yoghurt

How much: £1.50/400g

Why: As the demand for dairy alternatives has grown, so has Alpro, with the free-from brand last year achieving an extra £26.7m in value sales to £165.6m [Nielsen 52 w/e 31 December 2016]. The high-protein Go On yoghurt range has been crucial to this success, handing in a strong performance in its first year. This original variant was most recently joined in March by strawberry & raspberry in a single-serve format, and plain with oats for the big pot lineup.

Consumer verdict: The “clean and fresh” appearance attracted our consumers for being “easy to recognise” and “healthy looking”. On tasting, some said it was “creamy” and “smooth”, though others thought it was too thick. The flavour was the most divisive aspect: some shoppers enjoyed it, but others complained of a “horrible aftertaste”. Almost one third said they would never buy, while 34% claimed they would purchase at least monthly. Overall, our triallists said the yoghurt was unlikely to win sales with mainstream customers.

Pre-trial purchase: 42%

Post-trial purchase: 37%

Better than what’s out there: 39%

New and different: 56%

Overall score: 35/50