Danone has expanded its Alpro product line with the introduction of meal-replacement drinks, now available across Europe.
The French multinational is launching these beverages under the Alpro Meal to Go brand in markets such as Belgium and Germany. Danone aims to extend this offering to additional European countries, and Just Food has requested confirmation regarding specific markets and timelines.
Guillaume Millet, Danone’s vice-president for plant-based business in Europe, mentioned in a LinkedIn post that the product will soon be accessible throughout Europe. He emphasized, “On-the-go meal replacement drinks is one of the most exciting and fastest-growing segments in Europe.” However, he highlighted a challenge: many consumers do not finish the bottle. According to Millet, the drinks can often feel too heavy, overly sweet, or fail to deliver the nutritional value promised, leaving consumers hungry shortly after consumption.
To address these issues, Danone has “rethought the whole experience” of meal-replacement drinks. They have developed beverages featuring smooth and easy-to-drink textures that encourage consumers to finish them. The new offerings, made from a combination of soy and oats, come in four flavors.
Each 500ml bottle contains 20 grams of protein sourced from plant ingredients. In Germany, these products are set at a suggested retail price of €3.99 ($4.72). Christine Borghardt, category director for Danone’s plant-based products in the DACH markets, stated, “We know how busy life can be. With Alpro Meal To Go, we want to offer consumers a simple, delicious and balanced solution – without compromising on taste or quality.”
This launch not only underscores Danone’s commitment to meeting food and drink consumer trends but also highlights a broader shift within the food and beverage industry towards convenient nutritional options.