Baileys has created a new dairy-free Baileys Almande, allowing retailers to tap into the growing demand for dairy-free products, currently worth £400m (Euromonitor 2017).
Available to the off-trade now, this new vegan friendly variant blends the nutty flavours of sweet almond oil and almond essence with vanilla, in an innovative new dairy-free treat.
Laura Pearce, marketing director for Baileys Europe, comments: “With dairy-free products in high demand, and almond milk currently the fastest growing product in its category (IRI 2016) it made sense, as the number one selling liqueur brand, to produce an alternative variant which taps into this.
“Baileys Almande offers customers who buy into the free-from category, which is currently worth £586m (Omnibus 2017), and existing customers looking to try something new, the opportunity to truly indulge under the strength of the Baileys name. In turn, retailers can really capitalise on this, and we expect it will be a huge success following an initial trial in Whole Foods and The Goodness Project before Christmas, which saw the product sell out in less than two months across GB, exceeding all expectations.”
The new bottle features the signature Baileys design, which consumers will recognise, teamed with a fresh new colour palette which complements the free-from market. The launch of Baileys Almande will be supported by a significant six-figure marketing investment, and a targeted digital campaign.
Rolling out across grocery, convenience, impulse and wholesale now, the 70cl bottles have an RRP of £20.00, 13% ABV.