We made plant-based eating more valuable to people, and gave Alpro a bigger place in their lives.

When we first worked with Alpro, the business was 99% soya.

Our challenge was to take it beyond its specialist niche and make plant-based eating an appealing everyday choice.

We identified an opportunity to move Alpro beyond its traditional over-55 audience and connect with a new generation of women aged 22–35, curious about healthier living and the benefits of plant-based foods.

The Functional Value opportunity was to shift perceptions of plant-based products from dietary alternatives to everyday choices that could help people feel good, eat well and enjoy life. This opened up new consumption occasions, new audiences and significant potential for category growth.

Our positioning, ‘Feed your Curiosity. Enjoy Plant Power’, connected the natural benefits of plants with everyday moments, from breakfast to coffee, making plant-based living more accessible, relevant and desirable.

“We took Alpro from the medicine cabinet to mainstream wellbeing, helping kick-start one of the fastest-growing food trends in decades.”

The brand went on to achieve:

01
Within three years, Alpro had become one of the UK's 100 most valuable grocery brands.

02
Achieved five consecutive years of double-digit growth across nine European markets.*

04
Became part of Danone following its $12.5 billion acquisition in 2017.

03
Recognised by The Grocer as Europe's most digitally mature brand.**

*EU 9 (UK, Belgium, France, Germany, Italy, Netherlands, Portugal, Spain & Sweden) 

**In an independent review of FMCG brands in the UK, the Grocer benchmarked Alpro as the No.1 digitally mature brand within the FMCG sector.

Functional Value in action

Based in London and working around the world