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Development of brand strategy for a category extension

Alpro: From Soy to Plant-Based Pioneer

Since the 1980s, Alpro has been at the forefront of Europe’s shift towards plant-based food. Firmly rooted in its &#8216;soy identity,&#8217; Alpro was positioned as a functional dairy substitute for people with intolerances. In 2010, the brand reached a turning point as it expanded beyond soy to include a broader range of plant-based ingredients. The challenge was to develop a brand strategy that effectively transitioned Alpro from a niche soy brand to a leading plant-based lifestyle brand.

The challenge

We provided strategic consultancy to guide Alpro&#8217;s brand transition, focusing on repositioning it from a purely functional product to an aspirational lifestyle choice. This included redefining the brand&#8217;s identity and architecture, updating its visual identity, and aligning internal stakeholders to support the new direction. Our collaboration with Alpro ensured a smooth transition that capitalised on market trends and positioned the brand for long-term growth.

Our solution

<ul>
<li>Brand strategy</li>
<li>Repositioning</li>
<li>Market and brand equity analysis</li>
</ul>

Services

At such a critical juncture in Alpro&#8217;s evolution, it was crucial to assess both internal and external factors to make informed decisions. We conducted a thorough market and brand equity analysis to weigh the pros and cons of expanding beyond soy. Our research confirmed Alpro&#8217;s strong position in the European market and revealed the opportunity to shift from a functional product towards a broader plant-based lifestyle brand. We worked closely with the Alpro team, joining their brainstorming sessions and providing real-time strategic input, which enabled us to be part of every key decision.

Evaluating internal and external factors

To reposition Alpro effectively, we focused on redefining its identity from a functional, almost medical brand to an aspirational lifestyle choice for a growing community of healthy eaters. This meant not only expanding the product portfolio but also redefining how Alpro communicated with consumers. The visual identity, including the logo, was updated to reflect the broader plant-based offering and appeal to a wider audience. Our brand strategy and communication guidelines ensured that Alpro could evolve into a love brand that resonates emotionally with consumers, while maintaining its core values of health, sustainability, and quality.

Brand Repositioning: from functional to aspirational

Today, Alpro is a leading player in the plant-based segment in Europe. With a diverse product range including drinks, yoghurts, cream alternatives, desserts, margarine, and ice cream made from soy, almonds, hazelnuts, cashews, oats, rice, and coconut, Alpro has established itself as a radiant universe of healthy, sustainable products. The brand&#8217;s repositioning has successfully expanded its appeal beyond functional needs to become a beloved choice for people embracing a plant-based lifestyle.
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Result

Contact us to learn how our strategic insights can help reposition your brand for future growth and expansion.
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