Tesco free from

Alpro and Tesco have teamed up to create a new chilled free-from ­fixture designed to grow sales of plant-based food and drink.

The new fixture will be signposted ‘Dairy Alternatives’, and started rolling out nationally this week. It follows a successful trial by the retailer earlier this year, and involves the migration of all the retailer’s chilled dairy alternative products to a new area adjacent to Tesco’s chilled dairy aisles.

The launch is being supported by in-store signage by Tesco and price promotions on selected products, including an 80p reduction to £1 on one-litre Alpro cartons across 12 separate variants.

It follows the continued growth of the free-from category with more than one million new shoppers over the past year and an upturn in value sales of 19% [Nielsen 52 w/e 13 August].

“We are keen to support any initiative that increases the space and visibility of plant-based food and drink in store,” said Vicky Upton, Alpro marketing controller for UK & Ireland.

“We have already seen a significant uplift in sales during pre-launch trials of the new Dairy Alternatives fixture, and look forward to working with Tesco to grow the category further.”

The brand said it would continue to expand its range “to keep pace with demand for exciting new plant-based products” and will have launched nine new products into Tesco by the end of the month, including its Go On yoghurt alternative and a range of ­dessert pots.

“We want to enhance our customers’ shopping experience, who for lifestyle or dietary requirements look for plant-based drinks or dairy alternatives,” said a spokeswoman for Tesco.

The retailer had increased the presence of free-from products by 40% over the past year, she added.