Danone launches Alpro drinks "worthy of a meal"

The French dairy giant is expanding its plant-based offering in Europe with its first meal replacement drinks under the Alpro brand. Simply called Meal to Go, this new range is already available in Belgium and Germany.

© ALPRO

“ On-the-go meal replacement drinks are one of the most exciting and fastest-growing segments in Europe,” observes Guillaume Millet, VP Plant-Based Europe at Danone. “But here’s a hard truth: too often, people don’t finish the bottle. It’s either too heavy, too sweet, or simply not really worthy of a meal.” Alpro Meal to Go was created to rethink this experience. “A real meal… in a format that reflects reality,” concludes the European head of plant-based products.

Presented as convenient solutions for busy consumers, these soy and oat-based drinks are available in four flavors. Sold in 500ml bottles, they provide 20 grams of plant-based protein. Based on Nielsen data, Danone's German subsidiary told Just Food that sales of "meal drinks" in the country's supermarkets and discount stores had increased by 14% over the past three months.

“We are responding to the growing consumer demand for quick, nutritious, and plant-based solutions,” the company stated. “At the same time, competitive analysis shows that taste and ingredients remain major barriers to purchase.”