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Provamel to be re-launched in Great Britain

by Redaktion (comments: 0)

Provamel is returning exclusively to health food stores from May 2008. The re-launch comes as a result of brand owner Alpro UK listening to health food retailers and their desire for products that cater specifically to the needs of the health food trade. The Provamel range will progressively be replacing Alpro soya products from May, and will give retailers a premium quality which is different to that which is sold in major retailers.


The return of Provamel is a fresh new commitment by Alpro to the health food trade. The brand will have its own sales and marketing team and full targeted marketing activities and promotional plan to back its launch.

John Allaway, commercial director at Provamel, comments: “The re-launch of Provamel will be entirely devoted to the health food trade. We believe that the brand offers a strong proposition for retailers with it being 100% organic, combined with our commitment to sustainable development. In many respects Provamel embodies the very same values of authority, ethics, knowledge, naturalness and innovation as the health food trade.”


The brand will be targeted at consumers who consciously choose to shop in health food stores and who are looking for premium quality products consistent with their own values, beliefs and needs. To this end, Provamel is a trustworthy brand with organic, plant based products, which is supported by an intrinsic ecological and social footprint, where sustainable development is judged and valued. Provamel is also the UK’s first accredited 100% organic range in its sector.


Allaway continues: “We can be provocative in our communication in a way that we haven’t necessarily been able to for Alpro, and the hope is that this will tap into the passion of health food consumers. We also believe there is still significant growth potential in health food and ultimately we want to develop the range beyond traditional soya categories and offer a bigger range in shelf stable products.”


The return of Provamel to the health food trade will be backed by an extensive, targeted consumer campaign, focused around the strapline ‘Love your future’. Activity will include POS material, advertising, sampling and a heavy weight PR campaign.






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