Alpro says its new low cost Soya Soleil brand will in time generate greater sales for its Provamel lines. Alpro UK product manager Greig Saunders said the tertiary brand would serve as a stepping stone for customers wanting to try out dairy free alternatives. He said: "Soya Soleil may cannibalise sales of Provamel a little, but we think customers will trade up once they are used to dairy free." Alpro is to plough £4000,000 on a press and direct marketing campaign for Provamel over 2001. Soya Soleil unsweetened and sweetened soya milk with added calcium were launched at 79p a litre this week. Fresh soya milk and calcium enriched soya fruit drinks are among additions planned to big brother Provamel's repertoire in 2001. {{P&P }}

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