Invented and developed originally in Belgium, the Alpro-brand has this unique positioning at the overlap of taste, health and sustainability. Developing a brand back in the 80ties- with a purpose that must have sounded as a crazy dream at that time: creating plant based alternatives for dairy products in an ambition to make the world more sustainable. The company that started up as a niche for lactose-intolerant audiences became a leader in what is now at the edge of becoming a popular, mainstream category. So the least you can say is that Alpro is a pure and authentic purpose driven company.

And keeping up with leadership in your category in a now fast growing market segment, with a lot of competition makes Alpro a marketing leader.

Alpro has a clear strategy build around 5 axes:

• by developing a marketing strategy that motivates the consumer to take small steps in their daily consumption pattern in the right direction, build up around a double thumbs promise that guides all their actions, ‘Good for you. Good for the Planet.’.
• by developing a broad range of products over the time.
• By strengthening the distribution to make plant based as available and accessible as possible.
• by focusing on cross-category penetration, showing and inspiring the consumer how to easily integrate plant based food in daily life by linking the products to key consumption occasions as breakfast, snacking, cooking and coffee.
• By positioning the purpose as the northern that guides all actions taken.

In their case Alpro illustrates clearly the broad footprint of excellent marketing practices in their company. And they do it in a very innovative way by co working and co creating with the consumers, inspiring by smart content marketing initiatives and with purpose at the core of the strategy.