Alpro Redesigned Packaging To Hero its Ingredients

Anastasia Michael
22nd September 2023
4 minute read

Images used throughout this article are courtesy of Green Queen.

In the ever-evolving world of marketing and branding, adaptability is key to staying relevant and appealing to new consumer segments.

One company that has recently made waves in this regard is Alpro, a well-known player in the plant-based food industry. Alpro’s repackaging refresh has caught the attention of both consumers and marketers, particularly with their focus on appealing to Gen Z. In this blog post, we’ll explore the fundamental changes Alpro has made in its packaging and how it aligns with the preferences of the younger demographic in the UK.

The Shift in Alpro’s Brand Identity

Alpro, a plant-based milk and yoghurt sector pioneer, embarked on a strategic journey to rebrand and repackage its products. This transformation aimed to modernise its visual identity and cater to the sensibilities of Generation Z consumers, who are increasingly influential in shaping consumer trends. More specifically, NPD reports that Gen Z by 2024 will be fully responsible for the dairy and meat alternatives industry growth. However, Hedwig Borgers, the Global Marketing Director of Alrpo, reported to the Green Queen that it’s not a demographic shift, “We haven’t necessarily changed our tonality as a brand; we just put it more forward on our pack as well.”


Embracing Sustainability

One of the central themes in Alpro’s rebranding is a stronger emphasis on sustainability. The company is addressing consumers’ environmental concerns by making its commitment to sustainability more prominent in its branding.

The packaging now prominently displays messages about the reduced environmental impact of plant-based products, echoing the sentiments of eco-conscious consumers. According to a study by Kantar, 68% of UK consumers consider the environmental impact of packaging when making purchasing decisions.

By conveying a commitment to sustainability, Alpro is positioning itself favourably in the eyes of eco-aware consumers.

A Fresh, Youthful Aesthetic

In addition to sustainability, Alpro has revamped its packaging aesthetics to connect with Gen Z’s preference for clean, minimalist design. The packaging now features vibrant, eye-catching colours and straightforward, bold typography. This design shift is strategic, considering Gen Z’s inclination towards visually appealing and Instagram-worthy products.

Furthermore, at the heart of Alpro’s rebranding strategy is a life long commitment to showcasing the quality of their ingredients. Alpro recognises that in the world of plant-based foods, the choice of ingredients is paramount in creating high-quality products that meet the discerning tastes of consumers; putting their ingredients forward and prioritising high-quality, natural components, Alpro is not only enhancing the nutritional value of their products but also appealing to the health-conscious sensibilities of their target audience. This dedication to ingredient quality aligns perfectly with the growing demand for transparency and authenticity in the food industry, solidifying Alpro’s position as a brand that prioritises sustainability and the creation of exceptional, wholesome plant-based products.

Final Notes from Alrpo’s Global Marketing Director

Hedwig Borgers shared on her LinkedIn profile that the repackaging is aimed to hero the ingredients and stand out from a shelf full of loud, wacky brands.

“Finally get to share the new Alpro pack designs as they are appearing on shelfs across the world.
On a confusing shelf with a lot of loud, wacky brands we want to bring superior ingredients, great taste and hero the amazing benefits plants bring for you and the future of our planet. Don’t they look sexy?

I had a blast working on this with global design leads Dominique Geeraert and Diane Vanderschrick, our design agency Elmwood Brand Consultancy and the amazing Alpro implementation team led by Marleen D’Hauwers.”



In conclusion, Alpro’s repackaging, and brand identity refresh represent an innovative and strategic move to take Alrpo to the next level. By aligning with the values and preferences of consumers, such as sustainability, visual aesthetics, and personalisation, Alpro is positioning itself as a brand that understands and resonates with the changing consumer landscape.

As the marketing landscape continues to evolve, it’s crucial for companies to adapt and remain relevant to their target audiences. Alpro’s journey serves as an excellent case study of how a brand can successfully undergo a transformation that retains its existing customer base and attracts new generations of consumers.

In an era where consumers are increasingly conscious of the brands they support, Alpro’s commitment to sustainability and its efforts to create a strong connection with consumers demonstrate the brand’s dedication to staying at the forefront of the plant-based food industry in the UK. As Gen Z continues to influence consumer trends, it’s clear that Alpro’s refreshed branding and packaging are steps in the right direction for long-term success.

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