Alpro unveils new look to maximise sales in plant-based category

Alpro has revealed a brand-new design as it looks to lead what it calls the “next wave of growth” in the plant-based category.  

The new-look will be available to wholesalers nationwide from mid-August, with Alpro rolling out its range of plant-based drinks and alternatives to yoghurt. The new designs include a brand-new logo, hand-crafted illustrations and natural photography of real plant-based ingredients, coupled with recipe ideas and usage inspiration.

In addition, front-of-pack nutrition labelling features for the first time, along with prominent health claims such as ‘no sugars’, ‘high fibre’ or ‘low in saturated fat’.

David Jiscoot, marketing director for Alpro UK & Ireland, said: “At present, around £1 in every £10 spent on plant-based food and drink is going through wholesale and convenience, with sales having risen by +34% in this channel in the last year alone.”

“This means that now is the time for wholesalers and cash & carry operators to start to realise the full potential for plant-based sales in this channel, by stocking the plant-based brands that can help their retail customers to grow their sales in turn,” he added.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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