We repositioned the target for Alpro from over 55s to young women aged 22-35. This new younger group are curious about plant-based living and how it can help them achieve the healthy lifestyle they aspire to.
We reframed Alpro as an exciting way to eat via the new brand positioning of ‘Feed your Curiosity. Enjoy Plant Power’. And in so doing we moved the brand out of the medicine cabinet and into the fridge. Alpro rocketed from a peripheral health food brand to the 100th most valuable UK grocery brand in the space of 3 years.
* The brand achieved double digit growth across 9 European markets for 5 years.