Y’viva Spanish soy drinks
It looked a real gamble when a Spanish brand that was new to the markets in UK challenged the supremacy of Alpro in the segment of every day soy drinks. But Vivesoy did just that when it was introduced in the Tesco stores in the country in the beginning of the year.
October the 21st sees the drinks launching in Waitrose stores however, having smashed their sales targets in Tescos throughout August and launched with numerous wholesalers within the health trade. They are now looking to expand their listings to further increase their reach into the more traditional ‘free from’ market, but also outside of this as they continue to increase the appeal of soy.
“It’s clear from our bestselling skus, and consumer research, that we are achieving our goal of both cementing Vivesoy in the free from market and expanding the reach of soy. Our unsweetened drink has proved immensely popular among consumers as a replacement to everyday dairy milk, but flavours such as vanilla and cappuccino are also driving new customers to the fixture and have been receiving rave reviews from those who haven’t tried soy before.” Simon Baxter, MD, Vive Joy UK
