UK retailers are set to see the first promotional activity behind soya brand Alpro since it was bought this spring by US dairy giant Dean Foods.
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Alpro is to use an on-pack promotion that will “reward” shoppers with a series of “treats”, including cookery courses, dance DVDs and cook books.
The GBP250,000 initiative will include Alpro soya yoghurt and its soya alternative to chilled milk. Consumers will find a 11-digit alpha numeric code on packs, with an invitation to register their details at www.alprotreats.co.uk. The website will allow consumers to collect treats and these will be scaled according to the number of codes collected.
“It was felt that this would reward existing and loyal consumers as well as bringing new consumers into the brand,” an Alpro spokesperson said.
According to Nielsen data cited by Alpro, the company accounts for a 69% share of the soya category in value terms. The spokesperson insisted the promotion was not to counter the growing number of private-label products in the category.
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By GlobalData“This hasn’t been done as a response to private-label soya lines. Alpro feels that anything which is contributing to the soya category as a whole is very positive,” the spokesperson said.
