France: Danone enters meal replacement category with Alpro launch

Danone, the French food giant, has expanded its Alpro plant-based portfolio with the launch of Meal to Go, a new range of meal replacement drinks designed to capture the growing on-the-go nutrition market.

The new line, which has initially rolled out in Belgium and Germany, marks the brand’s first foray into the complete nutrition category. The 500ml drinks are formulated with a blend of soy and oats, providing 20g of plant protein along with 26 essential vitamins and minerals, fibre and omega-3 fatty acids. Available in four flavours – Chocolate-Banana, Mango-Passionfruit, Coffee-Caramel, and Vanilla – the products are positioned as a “nutritionally complete” solution for time-poor consumers. In Germany, the range carries a suggested retail price of €3.99 ($4.72).

Guillaume Millet, vice president of Danone’s plant-based division in Europe, commented: “On-the-go meal replacement drinks is one of the most exciting and fastest-growing segments in Europe. But here’s a hard truth: too often, people don’t finish the bottle. [The drinks are] either too heavy, too sweet, or simply not truly ‘meal-worthy’, meaning they don’t get all the nutrients they are being promised and end up being hungry again soon after… We rethought the whole experience”.

The launch addresses what Danone describes as the “texture fatigue” associated with existing meal replacement shakes.

Danone confirmed that the range will expand to additional European markets shortly.

Source: Just Food / Green Queen / Gondola