Alpro has expanded its range of plant-based milk alternatives with a first move into high-protein drinks.
Alpro Protein, a two-strong UHT drinks range, launched into Tesco on 21 October and Sainsbury’s on 17 November in soya and chocolate soya variants (rsp: £1.70/one-litre cartons).
Boasting 10g of plant-based protein per 200ml serving, Alpro Protein offered shoppers a “natural tasting” high-protein drink that was low in sugars, the brand said.
“More and more shoppers are actively seeking out products that can offer them a genuine ‘value add’ when it comes to their health,” added Alpro UK & Ireland marketing director David Jiscoot.
“This is exactly what Alpro Protein is designed to deliver; providing health-conscious shoppers with a unique proposition that not only uses the power of plants to ramp up the protein content, but also makes a delicious, natural-tasting addition to breakfast favourites such as oats, cereal, shakes and smoothies,” Jiscoot said.
“With protein remaining a huge area of growth” and seen by an increasing number of consumers as an ideal option to stay fuller for longer, “now felt like the perfect time to give Alpro shoppers the choice of a ‘plus protein’ option alongside our existing soya drinks”, he added.
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