Award for Alpro brands relaunch

Award for Alpro brands relaunch

segmenta congratulates Alpro on winning the Marken Award for brands in 2014! segmenta is responsible for the PR of the plant-powered food specialists and has been providing support for the Alpro success story for 10 years. Alpro has developed successfully from a niche to a lifestyle product and has significantly changed the image of the brand in recent years. Positioned as a brand for products that contain a great deal of goodness from nature, today Alpro focuses on consumers seeking healthy and balanced nutrition. Since 2010, the relaunch has been carried out in phases, comprising a change in the brand logo, redesigned packaging and an extension of the portfolio, while brand reorientation has been communicated through sampling sessions, PR activities, a TV campaign and supporting online measures. The sales figures confirm the success of the strategy: Alpro has been displaying two-figure growth for 3 years, and the market share of the brand in this segment is 61% in terms of value (Nielsen).