Danone’s Alpro brand has launched two of its best-selling variants – Creamy Oat and Almond No-Sugars Milk Alternatives – in a new 500ml pack size. The new formats will be rolling out into convenience stores this month with an RRP of £1.30.
Tom Kerr, Head of Category Management Plant Based at Danone, said: “The cost-of-living crisis has had a significant impact on the plant-based beverage category, and while shoppers have had to make some cutbacks when it comes to their shopping basket, we know the appetite for Alpro remains high.
“We want shoppers to still have access to the category and our brand, which is why we wanted to bring our two most loved variants to consumers in a smaller, more affordable pack size.
“Our new 500ml pack size allows us to have a more accessible price point to help shoppers buy from the category without worrying about wastage that may be associated with larger pack formats, helping to attract new shoppers into the category and drive penetration”.
The launch will be supported by a TTL campaign starting in August.
