The latest food and beverage industry news and trend analysis

French dairy and plant-based giant Danone has announced a strategic expansion of its Alpro brand, entering the fast-growing meal replacement beverage sector with the launch of Alpro Meal to Go.

The new product line is currently rolling out across key European markets, including Belgium and Germany, with plans for a broader pan-European expansion imminent.

Addressing Category Barriers: Texture and Taste

Danone’s entry into the "drinkable meal" segment is designed to address specific consumer friction points. The company identifies that while the category is expanding, repeat purchase rates are often hampered by sensory issues.

Guillaume Millet, Vice-President for Danone’s plant-based business in Europe, highlighted the R&D focus: “Here’s a hard truth: too often, people don’t finish the bottle. [The drinks are] either too heavy, too sweet, or simply not truly ‘meal-worthy’, meaning they don’t get all the nutrients they are being promised and end up being hungry again soon after.”

To counter this, Alpro Meal to Go has been engineered with a specific focus on "smooth, easy-to-drink textures" to improve drinkability and compliance.

Product Specifications and Formulation

The range utilises a hybrid plant base of soy and oats to deliver a complete nutritional profile suitable for a standalone meal.

Key Technical Specs:

• Format: 500ml bottle.

• Protein: 20g of plant-based protein per serving.

• Varieties: Launching with four distinct flavour profiles.

Market Context and Growth

The launch capitalises on robust category momentum. Citing Nielsen data, Danone’s German subsidiary noted that sales of "drinkable meals" in the country's grocery and discount channels have grown by 14% in the last three months alone.

"Drinkable meals represent a relevant and rapidly growing category," the company stated. "We are responding to consumers’ increasing need for quick, nutritious and plant-based solutions."

Commercial Availability

Following the debut in Belgium and Germany, Danone has confirmed plans to launch in two additional European markets shortly, with Millet signalling a vision for the product to be "available everywhere in Europe."

• Pricing: The range carries a suggested retail price (SRP) of €3.99 in the German market.