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64 CATEGORY FOCUS Free-from
Free yourself Be it for health, lifestyle, or dietary reasons, Irish consumers have thoroughly embraced free from products, leading to double-digit value and volume growth in both 2021 and 2020. Fionnuala Carolan reports on an ever-growing sector which is expected to gain even more traction this year
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ree from includes gluten free, lactose free and dairy free products, ingredients that many people believe inhibit their health or foods that cause them allergies or discomfort when eaten regularly.
In its ‘Free From in Ireland’ report, published in January 2022, Euromonitor said free from will register the highest constant value growth of all health and wellness packaged foods over the forecast period, with free from dairy,
40 years of plant-based! Proud to be the pioneer of plant-based eating and drinking, Alpro has been creating delicious plant-based drinks, alternatives to yogurt, cream, custard and desserts for more than 40 years. The brand’s mission is to bring health through food to as many people as possible and Alpro knows that in real life, healthy comes with an (ish) – because life happens. Leading the food revolution and making plant-based a positive choice for the planet
Alpro is the number one in the plantbased drinks and yogurts category with 66.9% MAT value share
and its people, Alpro is the number one in the plant-based drinks and yogurts category with 66.9% MAT value share*. Made from either non-GM soya beans, coconuts, almonds, hazelnuts, rice, or oats, the Alpro range gives Irish consumers the widest choice in plantbased dairy alternatives. 2022 is an exciting year for Alpro with the launch of ‘This is Not M*lk’, its closest tasting product to dairy, which will push Alpro to a whole new audience who are eager to grab a creamy milk-like experience that is 100% plant-based.
followed by free from meat, continuing to be the largest product areas in terms of value sales, as well as also registering the highest constant value growth. ShelfLife looks at the many new and established brands on the market.
made from oats and has been created to match the taste of dairy milk as closely as possible and comes in both semi (1.8% fat) and whole (3.5%) variants. Available in 1 litre recyclable packs (RRP €2.79, promo offer €2), Alpro ‘This is Not M*lk’ can be used in a number of ways, including in hot drinks, over cereal, in cooking and baking – or simply enjoyed as it is. Rolling into SuperValu, Centra, Tesco, Henderson Group (Spar and Eurospar NI), and BWG group (Spar and Eurospar ROI) stores nationwide, Alpro ‘This is Not M*lk’ will be supported with disruptive in-store theatre to capture shoppers’ attention, a targeted sampling, PR and social media and outdoor advertising campaign is also planned.
Message in a bottle Fused by Fiona Uyema has partnered with the Irish Red Cross to launch two new spicy sauces to aid humanitarian relief efforts in >>
*(Source: Nielsen Total Scantrack ending 24 April 2022)
For the milk lovers Made from either non-GM soya beans, coconuts, almonds, hazelnuts, rice, or oats, the Alpro range gives Irish consumers the widest choice in plant-based dairy alternatives
ShelfLife June 2022 | www.shelflife.ie
Plant-based category leader, Alpro, is planning to make its biggest splash yet in the chilled aisle with the launch of its new ‘This is Not M*lk’ range, set to excite the tastebuds of milk-loving shoppers. Alpro’s latest innovation, ‘This is Not M*lk’ is
Fused by Fiona Uyema has launched two new spicy sauces in aid of Ukraine in partnership with the Irish Red Cross
