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).