Product Sampling Brand Strategy Breakfast

Alpro bowls over consumers in ‘This Is Not M*lk’ breakfast battle


By John Glenday, Reporter

June 22, 2022 | 3 min read

Oat drink brand Alpro has further distanced itself from the cow-based mainstream by categorically denying it is milk in a national ad campaign.


Alpro hopes to reach the 15m households not yet converted to plant-based drinks

Unable to bring itself to utter the four-letter word in question, ‘This Is Not M*lk’ sees the brand reach out to 15m UK households that have not embraced plant-based drinks via TV sponsorship, sampling and shopper marketing.

Promoting the taste and texture of liquidized oats to the public, Alpro is positioning its dairy alternative as the perfect replacement for a large chunk of your fridge, including yogurt, cream, custard and ice-cream.

As part of the broader ‘It’s Not M*lk, it’s M*lk Believe’ brand proposition, the campaign sponsors Channel 4 Breakfast to position Alpro as the perfect partner for your morning cereal, helped along by spots on Grand Designs and Gogglebox.

This exposure will be complemented by digital activity on YouTube, TikTok and Amazon as Alpro seeks to wrest milk’s monopoly on breakfast, cereal and coffee in the minds of consumers.

Further activations include a partnership with HelloFresh, Tesco and Sainsbury’s to distribute samples.

Anna Kochanska, head of marketing at Alpro UK & Ireland, said: “The launch of Alpro’s ‘This is Not M*lk’ has provided us with an exciting opportunity to bring plant-based to a previously untapped audience, the 15 million households across the UK who have yet to be swept up in the plant-based revolution.

“We know that taste is still a barrier that some consumers have not been able to overcome in order to give plant-based a go, despite the extensive range of alternatives already on the market. It’s with these customers in mind that we have worked so hard to create Alpro This is Not M*lk, with a taste that’s so familiar, we hope to inspire and delight consumers with the fact that This is Not M*lk – it’s M*lk Believe.”

Alpro’s efforts to muscle in on the morning routine follow criticism of the brand’s ‘greenwashing’ claim that it was ‘good for the planet.’

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