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Sainsbury’s has ramped up its free-from offering by doubling the number of dairy alternative SKUs on its shelves and launching a new dedicated dairy-free fixture.
The supermarket has introduced lines from the likes of Califa Farms and Plenish in 300 stores, as well as several new Alpro products, to stock the new dedicated dairy free fixtures, which have started rolling out during the past few weeks. They include a full bay dedicated to chilled dairy alternative drinks and a revamp of the yoghurts bay, where plant-based alternatives will have a dedicated siting.
Sainsbury’s aimed to become “a real destination shop for customers looking to replace regular milk with non-dairy alternatives”, said milks buyer James Curtis, having seen category growth of 11.5% in the past year.
It follows the launch of a similar fixture in Tesco last October, which saw the retailer relocate its chilled dairy alternative lines to a new area adjacent to the dairy aisles. Alpro has also set its sights on growth in the convenience sector, and teamed up with Spar in January, to trial a new free-from fixture showcasing Alpro and other dairy alternative brands.
Source: The Grocer.
