Moves to increase market share drove Belgian soy product developer Alpro to develop a chocolate flavour fresh soya milk for the British consumer.
Launched under its Alpro Soya brand, and supported by television and press advertisements, the Alpro campaign is pitched at healthy eating consumers who are looking for flavoured dairy alternatives, write market analysts Organic Monitor.
According to a new report from the UK consultants, there are two brands in the chilled soya milk sector. So Good, the first to be introduced in 2001, is the market leader. The brand is produced by Soya International, a joint venture between Du Pont and Sanitarium.
Alpro Soya, which already dominates the non-refrigerated soya drinks sector, has high hopes that the new chocolate flavour will give it greater market share in the fresh soya milk sector.
Organic Monitor asserts that although high growth in the British non-dairy drinks market is leading to a number of new entrants, few companies are making successful inroads. Critical success factors are distribution and marketing which, claims Organic Monitor, Alpro is using to good effect in the fresh soya milk segment.