Top brand of Oats Alpro

 Alpro Rolls Out Not Milk
Across UK, Claims to Be Closest Match to Dairy Yet

January 14, 2022                                  

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Alt dairy leader Alpro is bringing two new
products to supermarket shelves within the UK. Claiming to be the brand’s most convincing offering
yet to cow’s milk, Not Milk are available in semi-skimmed and whole fat varieties.


Keeping up with the traditional cow’s milk theme, Not Milk – made up of European-grown oats – will are available recyclable cartons featuring a glass milk
bottle design. The products are
going to be in Tesco stores as of next week, with a wider retail
launch planned for later within
the year, with an RRP of £1.90.

                                                           

©alpro



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Following years of explosive growth, alt dairy is one in all plant-based’s biggest success stories within the UK, with a 3rd of adults now drinking plant-based milk. Oat milk
dominates the market, with UK consumers spending a complete of £146 million on oat milk in 2020.
Danone-backed Alpro recently invested $23m into its UK facilities to fulfill the increasing demand and reach ambitious
plant-based sales goals for 2025.


“There are uncountable shoppers who are keen to settle on plant-based but are yet to seek out a drink that matches the taste of milk. With
Alpro Not M*lk, we’ve been able
to achieve the creamy and smooth texture that buyers know and love, but with all the advantages of plant-based,” Alpro head of selling Anna Kochanska told the grocery store.


Alpro rolls out ‘closest match to dairy milk’

                                                        


Alpro has launched a calming milk alternative billed because the closest match to dairy milk yet.

                                                                

Rolling enter 655 Tesco stores next week, Not Milk is created within the UK from European-grown oats and is alleged to possess a “creamy and smooth” texture. Sold in one-litre

recyclable cartons featuring a glass milk bottle design, it’s available in semi (1.8% fat) and whole
(3.5%) ¬variants (rsp: £1.90).

The products will be used on their own, in hot drinks, over cereal, and in
cooking and baking, Alpro said.


Due to roll intent on other UK retailers in spring, the range is already on
sale in Germany, where the semi and whole variants were among the brand’s top
three performers within three months of happening sale, the brand added.



The drink’s UK debut is being marked by ‘in-store
theatre’ which will see the brand debut within milk cages in 28 shops, in
what Alpro described as a category first. A targeted sampling, social media and
outdoor crusade has also been planned.


“Alpro Not Milk is one among our most fun launches so far, so we’ll be shouting about it loud and proud to Tesco
shoppers nationwide,” said Alpro head of selling Anna Kochanska.


“There are immeasurable shoppers who are keen to settle on plant-based but are yet to search out a drink that matches the taste of milk. With
Alpro Not Milk, we’ve been ready
to achieve the creamy and smooth texture that customers know and love, but with all the advantages of plant-based.”


Kochanska added that the penetration of
plant-based drinks had reached almost half (48%) of UK households [IRI Total
Market 52 w/e 13 November 2021], but there have been still some 15 million households that didn’t invest dairy alternatives

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