Alpro’s high-protein Meal to Go drinks land as competition intensifies in the fast-growing RTD space
Plant-based giant Alpro has announced the launch of its new Meal to Go range, entering a category that is becoming more competitive by the day.
The vegan-friendly drinks contain 20g of protein per bottle and provide a source of fibre, omega-3 fatty acids, and 26 vitamins and minerals.
Made with balanced macros and without artificial sweeteners, Alpro says the innovation offers a “real meal” that’s not too heavy or too sweet.
The global meal replacement shake market currently sits at $6.52 billion and is expected to reach $9.65 billion by 2031, growing at a compound annual growth rate (CAGR) of 8.3% (Source: Mordor Intelligence).
Brands like Huel have played a big role in popularising the format, driven by the need for convenient, nutrient-rich options on the move.
The likes of yfood, BOL, and Myprotein (in collaboration with Müller) all boast similar ready-to-drink versions stocked in supermarkets across the UK.
As for Alpro’s new offering, it debuts in four flavours: Chocolate-Banana, Mango-Passionfruit, Coffee-Caramel, and Vanilla.
With competition rife, Alpro appears to be betting on its lighter taste and texture to rise above the rest — or at least snatch a share of the limelight.
Embracing Plant-Based
As some brands retreat from the plant-based sector, Danone — the leading food and beverage company behind Alpro — seems to be leaning into it with a more refined approach.
Last year, Alpro announced a major reformulation of its core line-up, with global pop icon Zara Larsson as the face of the campaign.
The concept centred around five essential nutrients, with 22 products in total spanning soya drinks and yoghurt alternatives boosted with a combination of calcium, protein, iodine, and vitamins B12, D2, E, B9, B6 and B2.
It came as research commissioned by Alpro revealed that one in five Brits do not believe they are getting enough essential nutrients through diet alone.
Meanwhile, 69% of zillennials (aged 25–34) said they felt guilty about their breakfast habits, the Censuswide poll of 2,000 UK adults showed.
Alpro’s Meal to Go range looks to tackle both of those concerns head-on while flying the flag for complete plant-based nutrition.
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