US-based almond marketer and processor Blue Diamond Growers is to launch its almond-based milk alternative Almond Breeze in the UK.
Blue Diamond is hoping to capitalise on the GBP136m (US$213.2m) dairy free category in the UK with the launch and says it is on-track to achieve over GBP150m in sales for Almond Breeze this year.
The company is investing "several million pounds" on the launch under a new strapline: "Goodness is now gorgeous".
Blue Diamond Almonds already has a significant presence in UK grocery with a range of flavoured almonds, which are stocked in Tesco, Sainsbury's and Waitrose.
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Blue Diamond brings its almond expertise to the UK milk alternatives market
Californian almond experts Blue Diamond Growers bring new almond milk to rapidly expanding category
Blue Diamond Growers, the largest snack almond and almond milk brand in the USA, is launching an almond-based milk alternative to the £136 million dairy free category in the UK. Its Almond Breeze brand has experienced significant growth on its home turf and is on track to achieve over $150 million worth of sales this year.
Bob Carroll, business director, international retail at Blue Diamond, is hoping to replicate this success in the UK: "Almond Breeze is growing in strength in the US, not just within the dairy intolerant market but also with those people who are looking to lead a healthier lifestyle. There is a significant opportunity in the UK amongst health managers who are looking for a tasty, healthier alternative to traditional milk."
Goodness is now Gorgeous
Blue Diamond is investing several million pounds in the launch phase, and will communicate its distinct health and superior taste credentials, under a new Goodness is now Gorgeous proposition. Activity is likely to include print advertising, digital, PR and consumer promotions.
Almond Breeze will be available in both ambient and chilled, and in three variants; original, chocolate and unsweetened. It is the only UK brand to boast an unsweetened alternative, which contains 60% fewer calories than skimmed milk and 50% less calories than soya*. The original variant contains 30% fewer calories than skimmed milk** and all three boast a subtle, almond flavour and deliciously creamy texture whilst containing 15% of the recommended daily allowance of calcium. The Almond Breeze range contains no trans fat or cholesterol and is low in saturated fat. It will launch into a number of grocery multiples from late June and other retailers including the health food channel from late summer 2012.
Bob Carroll added: "Other dairy alternatives are challenged around taste. Because we have over 100 years of heritage and expertise growing our own almonds, we're confident Almond Breeze delivers a genuinely better product than others on the market."
A duo of expertise
To complement its expertise, Blue Diamond has teamed up with health food manufacturer, Kallo Foods in a link up which will see Kallo as Blue Diamond's sales and distribution partner. Bob Carroll added: "It's vital for us to have a local expert in the non-dairy market who understands our business and our product. Kallo's support has been crucial in launching the products in the UK and we look forward to a long and successful relationship with them."
Alan Bird, commercial director at Kallo Foods added: "We are delighted with this partnership with Blue Diamond and it's exciting to be involved in the launch of such a successful brand. The link up fits our expertise perfectly and compliments our healthy product offering."
Blue Diamond Almonds also has a significant presence in UK grocery with a range of flavoured almonds, which are stocked in Tesco, Sainsbury's and Waitrose.
Original source: Blue Diamond Growers
