Leading plant-based brand Alpro, owned by parent company Danone, has announced a significant investment aimed at enhancing its presence in the UK's oat drink market by introducing a product made entirely from British oats. This initiative marks a first for the brand and signifies a move towards greater sustainability in sourcing by procuring oats directly from local farmers.

The multi-million-pound investment is part of Danone’s broader strategy to support UK farming while expanding its plant-based offerings. The new oat drink, featuring a formula comprising 100% British oats, emerges backed by Alpro’s earlier £41 million enhancement of its production facility in Kettering. This prior investment allowed for the installation of new equipment to improve energy efficiency and reduce carbon dioxide and water usage.

The popularity of oat drinks in the UK has been on the rise, with sales increasing significantly from £155 million five years ago to over £275 million this year, according to market research firm Circana. Oat drinks currently account for two-fifths of all plant-based drink sales, illustrating a shift in consumer preferences towards these products, with an impressive half a million litres sold daily.

Despite this surge in demand, it is noteworthy that only 1% of oat drinks sold in the UK have previously been guaranteed to contain 100% British oats. Alpro's recent investment is poised to address this shortfall, increasing the availability of locally sourced oat drinks for UK consumers.

James Mayer, president of Danone UK & Ireland, remarked that as a leader in plant-based nutrition, the development of plant-based drinks is a central part of their strategy to encourage growth through health-focused and tasty product innovations. He stated, “This significant UK investment in manufacturing from home-grown oats is an exciting step forward and a great demonstration of how we’re innovating to deliver healthy and tasty food & drink sustainably.”

The initiative will not only bolster local economies by sourcing oats mainly from farmers within an 80-mile radius of the Navara Oat Mill in Kettering—thus reducing food miles—but also provide local farmers with new markets for their crops, which traditionally have been used for items such as porridge oats, cereals, and flapjacks.

Within the Kettering facility, an anticipated production of 58 million litres of the new British Oat Drink is planned annually, which will represent a quarter of the plant-based drinks produced at the site.

Currently available in both ‘original’ and ‘no sugars’ variations, the new oat drink is engineered to be low in saturated fat, rich in dietary fibre, and fortified with calcium, iodine, and vitamins D2 and B2. This new launch responds to findings that reveal half of plant-based shoppers place a strong emphasis on health considerations when choosing products.

Jon Ruberry, category director for plant-based products at Danone UK & Ireland, highlighted the ongoing consumer demand for healthy, plant-based options, particularly among 'flexitarian' shoppers seeking to diversify their diets. He commented, “This expansion is a key part of our ambition to bring greater choice to supermarket shelves, providing a locally sourced product and a nutritious new recipe that we think shoppers will love.”