Plant-based brand Alpro has launched a new product range for kids designed to address parents’ concerns about healthy eating.
The new range includes an oat-based drink available in chocolate flavour, a strawberry-flavoured soya drink, and soya-based alternatives to yoghurt available in vanilla and strawberry flavours.
The brand pointed to recent data from Quant, which revealed that 71% of parents see ‘Less Sugar’ or ‘no added sugars’ as an important nutritional benefit in products, whilst 77% see taste as the number one priority for their kids’ snacks.
The new Alpro range is dairy-free and vegan-friendly, with 30% less sugar than the market average for similar kids’ products. It is fortified with calcium and vitamin D2, as well as featuring iodine and vitamins B2 & B12. The range also contains no artificial flavourings, preservatives or colourings and is naturally lactose-free.
Tom Kerr, Danone, Head of Category Management and Commercial Planning – Plant Based, said: “Parents face the challenge of finding foods that are both nutritious and appealing to their children on a daily basis. Our new Alpro Kids range addresses this dilemma by offering genuinely delicious plant-based options that kids love, providing a source of essential nutrients for healthy growth – all with less sugar than comparable products.
“At Danone, we are proud to be offering healthy and nutritious options for every member of the family. With ‘flexitarian’ diets continuing to be popular across households, the new product range is a tasty way to help parents introduce their children to new foods. It’s a deliciously smart way to start the day.”
The oat-based chocolate flavour drink and soya-based strawberry flavour drink are available in 200ml cartons with paper straws, priced at an RSP of £0.90. A multibuy promotion of 2 for £1.50 is also available. The soya-based alternative to yoghurt range is sold in 115g pots, sold in packs of four at an RSP of £2.25. To support the launch, an introductory promotion applies of 50% off for the first six weeks, followed by a £1.50 promotional price for the following 12 weeks.
The new range will launch in Asda today and in Tesco on 23rd July, with availability expanding to other major supermarkets, including Sainsbury’s and Waitrose, in September.
