Alpro has ramped up its presence in the yoghurt category with the launch of a range of single-serve plant-based alternatives.
Called Go On, the soya-based variant will go on sale in Sainsbury’s stores nationally on 8 February, with other retailers to follow later this year, and represented the brand’s “biggest-ever push” into yoghurt, said Alpro UK & Ireland marketing controller Vicky Upton.
Positioned at the out-of-home category, the product offered a high protein dairy-free alternative to Greek-style and other thick yoghurts, claimed Upton, and contained a fruit base in either passionfruit, blackcurrant and mango flavours (rsp: 85p/150g pot).
Each pot contained 5.2g of what Alpro deemed “high-quality” soya protein and less than 0.5g of saturated fat, added Upton.
“We know there is consumer demand for more plant-based options, particularly convenient products that fit in with their hectic lifestyles and keep them going for longer,” she commented. “That’s why we’ve created Go On - it’s the perfect healthy pick me up.”
The latest NPD, which is being supported by an integrated marketing campaign across TV, social media and digital platforms, follows the introduction of plain with coconut and plain with almond variants to Alpro’s big pot yoghurt alternative portfolio last year.
Alpro 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]. It was the second-largest milk brand with value sales up 21.5% to £95.6m, and top free-from brand with value sales up 23.6% to £127.4m.
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