Frankfurt am Main – Coffee is the most popular drink among Germans.[1] This is precisely why the

Alpro celebrates plant-based coffee enjoyment with new barista products and a comprehensive campaign / Make your coffee plant-tastically delicious! Special highlights of the activation are a mobile “Alpro Coffee Truck” that tours several German cities, as well as a specially made mural in the capital Berlin showing Alpro barista specialties.

Alpro has been offering a wide range of barista products since 2019, catering to different tastes and preferences. The focus of this brand campaign is the popular classic Alpro Barista Oat as well as Alpro Barista This is not M*lk and the new flavours in the barista range: caramel and vanilla.

“We are delighted to be able to celebrate plant-based, delicious coffee enjoyment with Alpro and to show the fantastic foamability and use of our products in coffee,” emphasizes Christine Borghardt, Category Director Plant Based DA-CH at Danone. “With our Barista range, we will be increasingly inspiring all those who want to create their own coffee creations at home and try out different flavors over the rest of the year. At the same time, with new sample sizes and trendy products such as the Barista vanilla or caramel flavor, we are also reaching out to consumers who are still hesitant about plant-based products. With our innovations, we can bring the flexitarian diet closer to as many people as possible and provide more information in this area. This is a matter close to our hearts.”

The brand campaign starts in September, focuses primarily on digital platforms and will also be present in the out-of-home area. All measures are intended to reach up to 341 million gross contacts. Customers will also encounter the Alpro Barista Range at the point of sale: Among other things, there will be an attractive competition with partners Rocket Espresso Milano and WMF for coffee and plant-based milk foam lovers.

The Alpro classics Barista Oats and This Is Not M*lk 3.5% are now available in the practical 500 ml sample size with a RRP of EUR 1.59 in German food retailers. The new Barista Heroes in vanilla and caramel flavors will be on the shelves from September in the 750 ml format with a RRP of EUR 2.89. You can find more information about the “Make your coffee plant-tasty!” campaign and the products as well as numerous recipes at www.alpro.com.

About Alpro:

Alpro is a pioneer in plant-based foods and beverages and has been producing plant-based drinks, yogurt alternatives, cooking creams and desserts for over 40 years – based on soybeans, almonds or oats, for example. Alpro belongs to the food manufacturer Danone and has three production plants in Belgium, France and the United Kingdom.

Since 1980, Alpro has been pioneering the goal of promoting a more balanced diet and a more sustainable lifestyle. Alpro has been B Corp certified since 2018 due to its efforts to combine social and environmental goals with financial success.

Further information: www.alpro.com

[1]

[2] Nielsen I MAT August 2023 I Plant-based milk alternatives I Sales in M ​​EUR I LEH+DM

[3] YouGov, May 2022. Respondents: 9,879

Press contact:

Paulina Poerters
AVANTGARDE Group
paulina.poerters@avantgarde.de
+49 89 883999 25

Original content from: Danone DACH transmitted by news aktuell