Vitasoy releases new plant milk range
“We’re enormously excited about the new creative platform for Vitasoy. From the outset, we wanted to step change the way consumers appraise the category in order to accelerate penetration – we’ve even gone so far as to overtly call out the category as ‘plant milk’ to connect our range of soy milk, almond milk, rice milk, oat milk and coconut milk with the fact that they are made from real plants,” said Chris Gillard, general manager of Vitasoy.
Vitasoy Coconut Milky and Almond Milky were created for consumers who want increased texture, mouth feel and milkiness in their plant milks. Vitasoy Coconut Milky is made with coconut cream from real coconuts and is a source of calcium. Almond Milky is made with Australian-grown whole almonds, is a natural source of vitamin E and just one glass provides one third of your daily calcium requirements. Both are naturally free from gluten, dairy, lactose and soy and are suitable not just for vegans and vegetarians, but everyone.
The product launch also coincides with Vitasoy unveiling the “Growing Milk since 1940” campaign. It’s a platform celebrating the company’s long established history of turning plants into delicious plant milk with added goodness. This idea, designed to bring more consumers into the category off the back of macro nutrition trends, will be brought to life across all consumer touch points – starting with a new packaging which will be unveiled in September and October in supermarkets.
An extensive communications campaign will be launched alongside this transition across TV, outdoor and digital. The creative concept plays on the incongruity of growing milk from the ground, whilst championing the heritage of Vitasoy beginning on 3 September.
The almond milk and soy milk production industry has seen annual growth of 4.8 per cent in the past five years, with this growth projected to increase in the future, according to IBISWorld market reports.