The chilled grab-and-go drinks fixture is set for a shake up this month with a brand new Fusion line from Alpro.
Combining soya or coconut with fruits in a handy 330ml tetrapak, Alpro Fusion signals a significant next step for the brand into the snacking and impulse sector – following fast on the heels of the launch of Alpro Go On, a high protein plant-based alternative to yogurt, in February.
Alpro Fusion is available in Soya Apple & Kiwi and Coconut Pineapple & Lemongrass varieties and will be merchandised in chillers alongside on-the-go single serve drinks (rrp £1.79).
The launch is being supported by a fully integrated marketing campaign including advertising, shopper marketing, PR and social, as well as sampling and experiential.
Alpro UK and Ireland marketing controller Vicky Upton said: “We know there is consumer demand for more plant-based options, particularly convenient products that fit in with their busy lifestyles. That’s why we’ve created Alpro Fusion – it’s the perfect option for on-the-go refreshment with a delicious fusion of plant-based ingredients and no added sugars.
“Adding a ‘grab and go’ drink to our ever-growing portfolio forms part of our continued drive to offer consumers a broad range of plant-based solutions that are available where and when they need them.
“The launch also ensures a presence for our product range across multiple fixtures in-store, taking the brand into a new usage occasion and building further on the snacking and impulse opportunity.”
The brand said the addition of Fusion is set to capitalise on the success of Alpro’s +23.5% yoy value growth and tap into the growing consumer demand for healthy, on-the-go products in the UK market.