Plant-based category leader Alpro is building on the launch of new Alpro Caffè by adding a new convenience format to the successful range.

A perfect blend of Alpro’s popular plant-based ingredients with single origin coffee, the on-the-go 250ml newly-designed Caffè Cup will be available in three flavours – Soya Caramel and Ethiopian Coffee, Coconut and Peruvian Coffee and a brand-new Almond and Brazilian combination.

Following the launch of Alpro Caffè’s multi-serve grocery format in May, the move into a new on-the-go range is in response to a fast-growing demand for convenient plant-based options among mainstream shoppers, explains Vicky Upton, Head of Marketing at Alpro UK & Ireland.

“Sales of plant-based food and drink are now worth £309.6 million and rising by +18% year-on-year[1] as demand for on-the-go plant-based options continues to soar, so this is a great opportunity for us to partner with convenience retailers to recognise this growing consumer need.

“For today’s ‘on-the-go’ shopper, this means making their favourite plant-based products readily available, visible and affordable, whilst inspiring even more shoppers to discover plant-based,” explains Upton. “Where shoppers are not only looking for quick, convenient products that are a positive addition to their day, but also seeking good value and ‘on-the-go’ convenience.

“With one in three households now regularly buying plant-based products every week[2], the category is cemented as a mainstream choice for those simply looking to enjoy a healthy, balanced lifestyle – and we are confident that our new Caffè Cup offering will help to take Alpro and plant-based to yet another level.”

Just like Alpro’s 1-litre Caffè range, the Caffè Cup variants are made with 100% plant-based ingredients and carefully blended with single-origin Rainforest Alliance certified coffee beans to create exciting flavour combinations that contain 30% less sugars than the market reference[3].

Alpro Caffè Cup drinks are available in 250ml packs (RRP: £1.70). They will be listed in Booker from 1st October and available to Nisa retailers from 15th October 2018.

[1] Nielsen MAT w/e 11.08.18

[2] Nielsen MAT w/e 11.08.18

[3] Source – Alpro comparison v. key competitive set in ready-to-drink caffѐ latte

Author: kimbarnard

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