Belgian soya milk manufacturer Alpro has introduced a chocolate flavour of its alternative milk drink in the UK market.
The chocolate variety is said to be the first fresh dairy-free chocolate drink to be launched in the UK and will be merchandised alongside its dairy equivalent in supermarkets.
Alpro, Europe's leading supplier of soya products, says the chocolate variety has been introduced in response to growing consumer demands for more variety in the dairy-free sector. 'Dairy-free' represents the second fastest growing milk category behind filtered milk. The total soya-based dairy-free sector is worth £68 million, according to recent Mintel statistics, with an estimated growth of 22 per cent each year. Alpro's Provamel is the leading brand in the UK's growing dairy-free category.
John Allaway, commercial director for Alpro, said: "Once reserved for people with lactose intolerance or milk protein allergy, soya products are fast becoming mainstream purchases for an increasing number of British consumers." He added that the new variety will appeal to new consumers who want to try a flavoured dairy-free drink.
The product is low in fat and has added calcium and vitamins. It is available in 1 litre packs, from major supermarkets and health food stores, with a recommended retail price of £1.39.
The launch will be supported by a national TV and press advertising campaign, a sampling campaign designed to target over 2 million consumers and a major public relations programme.