Alpro has unveiled a brand-new look as the  plant-based brand is gearing up for the “next wave of growth” in the convenience channel.

“At present, around £1 in every £10 spent on plant-based food and drink is going through convenience, with sales having risen by +34% in this channel in the last year alone,” said David Jiscoot, marketing director for Alpro UK & Ireland.

“This means that now is the time for convenience store owners to start to realise the full potential for plant-based sales in this channel, by stocking the plant-based brands that can help them to grow their sales.”

Rolling out now across its popular range of plant-based drinks and alternatives to yogurt, the “clean, modern pack design” is designed to “tip plant-based well and truly into the mainstream by bringing a whole new base of shoppers into the category, and the Alpro brand,” Jiscoot added.

The redesign includes a brand-new logo, hand-crafted illustrations and natural photography of real plant-based ingredients coupled with simple recipe ideas and usage inspiration. In addition, front-of-pack nutrition labelling features for the first time, along with prominent health claims such as ‘no sugars’, ‘high fibre’ or ‘low in saturated fat’.

“Our new packs are perfectly placed to attract even more new shoppers, as well as increase frequency of purchase among our existing fanbase,” Jiscoot said, “with our own research showing that eight out of 10 people would be likely to buy Alpro under the new branding.”

The refresh will be backed by game-changing NPD, driving Alpro into new categories over the coming months.

The brand will also be unveiling a new multi-channel campaign featuring a global celebrity under the banner ‘Good For You’, using a combination of high-impact PR, social, digital and shopper marketing.

Alpro’s new-look packaging will be rolling out to convenience stores nationwide from mid-August.