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UK: Chilled Soya Drinks Range Widens
The range of soya drinks available to
British consumers continues to widen with the launch of chocolate
flavour fresh soya milk this week. The new flavour is launched by Alpro
under its Alpro Soya brand and it is being supported by advertisements
on national television, as well as press and sampling campaigns.
Whereas demand was initially restricted to consumers with allergies and
health problems, soya drinks are being increasingly bought by consumers
who are seeking healthy and nutritious products. The Alpro campaign is
pitched at healthy eating consumers who are looking for flavoured dairy
alternatives.
There are two brands in the chilled soya milk sector. So Good is
the market leader and it was the first to be introduced in 2001. The
brand is produced by So Good International, a joint venture between Du
Pont and Sanitarium. Alpro Soya was launched a few months later and the
new flavour is expected to give Alpro greater market share in the fresh
soya milk sector. It already dominates the non-refrigerated soya drinks
sector with a wide range of products.
High growth in the British non-dairy drinks market is leading to a
number of new entrants however few companies are making successful
inroads. The critical success factors are distribution & marketing and
Alpro is using them to good effect in the fresh soya milk segment.
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Related Report:
#1002-50
The European Market for Non-Dairy Drinks
Posted: June 6th 2003
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