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Alpro Offers Branded Rice Drink in Shift to 'Plant-Based' Strategy - 12/10/2012
 

Alpro has made its debut in rice milk following its transition from a soya to a 'plant-based' dairy-free brand in January.

UHT Alpro Rice will compete with existing rice milk brands such as Rice Dream as well as own label. Alpro already offers a rice drink under its more niche organic Provamel brand, listed at Tesco, Sainsbury's and Ocado, but it is the first time it has sold a rice milk under the Alpro brand. It follows Alpro's debut beyond soya in February, when it launched an almond milk and a hazelnut drink into the mults.

Alpro Rice is available from Ocado at £1.29 for a one-litre carton - 10p less than Ocado's one-litre pack of Rice Dream with added calcium.

In January, Alpro unveiled plans to double the size of the plant-based dairy-free category over the next five years to about £215m by extending beyond soya.
Its move into grains and nuts allows it to fuel further growth in the face of increasingly sophisticated own label free-from ranges and as other brands – such as Delamere Dairy – branch out into soya-based products. Alpro has also launched an unsweetened almond variant.

Now there’s competition in a vigorous market and all friends of the environment should dip into their favourite ones and reduce the awful subsidised efforts to rescue cows’ milk.
 

 
 
 

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