Alvalle Gazpacho, a chilled vegetable blend from PepsiCo UK, has been given refreshed packaging and a new 250ml single serve format.
The product has been consumed as a soup but now Alvalle is suggesting that it also makes a healthy drink, particularly when compared to fruit juices.
Available now, across convenience and grocery channels, the brand hopes to tap into the growing chilled fruit and vegetable blends segment (+35%, Nielsen Value Sales, 52 w.e. 25.03.17). Made with 100% Spanish ingredients, Alvalle Gazpacho provides a tasty and fresh alternative to fruit juices and provides one of your five a day, appealing to health conscious consumers.
With shoppers searching for quality, high nutritional value and something different (MMR quantitative study UK July 2016), Alvalle Gazpacho is positioned to help keep people interested and provides choice with 250ml or 1L formats of Alvalle Original Gazpacho (rrp £2.49/ £4.08). The formats will cater for on-the-go and at-home consumption occasions, whether it’s to accompany a meal or a daytime snack.
Caroline Wilding, marketing manager for Juices at PepsiCo UK, said: “Alvalle is the #1 Gazpacho brand in Spain, bursting with heritage, fresh ingredients and authentic taste. We’re delighted to be expanding in the UK, with this new 250ml format, meeting the fast emerging consumption occasion (TNS November 2016 study), ‘Drink for Health’, and we are confident that Alvalle will offer that enticing point of difference to replicate its success in Mediterranean Europe.”
To support the launch of Alvalle, the brand will be kicking off the Gazpacho season with an impactful digital and influencer plan, along with sampling at summer food festivals.