US almond brand Blue Diamond is going head-to-head with UK dairy milk processors in a new TV ad highlighting the lower-calorie content of its Almond Breeze almond milk.

The ad, which will debut on ITV1 during Coronation Street at 7.45pm on 4 February, is part of a £3m advertising campaign this year.

It will highlight that Almond Breeze unsweetened almond milk contains about half the calories of skimmed milk and soya milk (at 14 calories per 100ml, versus 35 for skimmed milk, 31 calories for Alpro’s unsweetened UHT soya milk and 32 for its chilled). Alpro’s unsweetened almond milk, however, contains fewer calories than Blue Diamond, with only 13 per 100ml.

Blue Diamond’s investment in TV advertising would drive additional trial and volume of Almond Breeze, which made its UK debut last year, said John Beadle, MD of Blue Diamond Consumer Brands Europe.

“The early part of the year is the typical time when consumers reassess their Health and lifestyle, so it’s a perfect time for our brand to be gaining further momentum,” he said.

Topics