29 July 2025, London – Alpro, Danone’s plant-based brand, has introduced a connected packaging experience in partnership with Appetite Creative to support the launch of its new Alpro Kids range.
The range includes an oat-based chocolate drink, a strawberry-flavoured soya drink, and soya-based alternatives to yoghurt in vanilla and strawberry flavours. These products contain 30% less sugar than comparable children’s options and are fortified with calcium, vitamin D2, iodine, B2 and B12. They are vegan-friendly, naturally lactose-free, and contain no artificial colourings, preservatives, or flavourings.
The connected experience is accessed via QR codes on packaging and designed as a classic adventure-style game. Players can choose a superhero alter ego—Miss Berry, Oatino, or Soystorm—while collecting ingredients and avoiding obstacles across multiple levels. The game also features a competitive element with a weekly leaderboard.
From late August to late October, ten winners in the UK will each receive a £100 Lego toy voucher, with one prize awarded weekly over the ten-week period.
“The new Alpro Kids range is more than just a product – it’s a step toward empowering families to make healthier choices without compromising on taste or joy,” said Gianluca Ciliento, Europe Brand Manager – Plant-Based at Alpro.
Jenny Stanley, Managing Director at Appetite Creative, added: “We’re always keen to try new and creative ways to adapt the look and feel of a connected experience… Who wouldn’t want to be a cute food-based superhero?”
The campaign will run in multiple countries, including Romania, Bulgaria, Hungary, and the Czech Republic, with the UK experience available exclusively in Asda stores.