Working Together: Alpro and Parfetts

Paul Hill finds out how Alpro and Parfetts are working together in the plant-based category

Plant-based and dairy-free is fast-becoming a ‘miss it, miss out’ sales opportunity for wholesalers, with retail sales hitting £533.4m(1) and two in five households now buying plant-based products – this is projected to be 50% of households by 2025.

Category-leading brand Alpro was recently on hand in Parfetts’ Stockport depot to show how its bestselling product range offers wholesalers the chance to really maximise on this fast-growing opportunity.

“It’s great to work with Parfetts to discuss the huge sales opportunity that the plant-based and dairy-free category presents,” explained Holly Bill, national account manager at Alpro. “We’re always eager to work with our partners to support their growth, through tangible advice that can really make an impact.”

Steven Armstrong, trading negotiator at Parfetts, added: “It’s fantastic to have Alpro’s guidance in the plant-based and dairy-free category. We’re always looking for valuable tips and advice that will help drive sales, especially in a category such as this, which is experiencing exponential growth.”

Bill then explained how sales of plant-based food and drink in convenience stores have increased by 65% in the past year alone(1). “The category has seen a significant uplift in the past 12 months, but there is still plenty of scope for growth within the convenience channel. Research(2) shows that only 9% of regular plant-based shoppers currently buy from a convenience store, but 85% agree they would do if the right products were available,” she added.

It is clear, then, that the category can drive basket spend and incremental sales, with Bill
also stating that 75% of plant-based drinks purchases are made on a regular and repeat basis, and plant-based shoppers spend around 36% more in store(1).

“Our advice for wholesalers is to stock a selection of the bestselling plant-based products, such as Alpro 1l drinks – including Alpro Oat No Sugars drink and Alpro Soya Original drink – which will, in turn, help retail customers to grow their sales,” she said. “Stocking Alpro’s food-to-go options – such as our Greek Style alternative to yoghurt pots, Caffe Cups and Chocolate Praline drinks – can also offer wholesalers the opportunity to tap into the growing demand for plant-based on the go.”

Alpro is planning to capitalise on this with a huge investment in high-impact marketing, including a multimillion-pound ‘No Sugars’ campaign which kickstarted the year. This will increase its high brand recognition from retailers – currently 70% of retailers have heard of Alpro, of which 57% have stocked it(4).

“Wholesale remains a key channel for us and one that we enjoy working in immensely. This is the beginning of a successful partnership with Parfetts – the experience has been hugely beneficial for both parties and we’re confident we’ll see plenty of opportunity for growth across the entire wholesale channel heading into the future,” concluded Bill.






01 Stock the plant-based bestsellers – Getting the basics right is a key step to achieving more sales. This can be as simple as wholesalers stocking a selection of the bestselling plant-based products, which will help their retail customers to grow their sales in turn.

02 Focus on the leading plant-based brands – It’s key for wholesalers to focus on stocking the biggest brands that their customers will be expecting to see. As the leader in the plant-based and dairy-free category – accounting for 64% of all value sales(1) in the impulse channel – Alpro provides a ‘one-stop shop’ for plant-based, with ongoing NPD and innovation, and a focus on food to go.

03 Create a plant-based zone – It’s really important to merchandise correctly and create a dedicated plant-based fixture to make this category as easy as possible for retailers to navigate in depot. As retailer understanding about plant-based is still evolving, Alpro recommends to dual site its 1l drinks in both the chiller and in ambient for maximum visibility to ensure these products are accessible in high-footfall fixtures.

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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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