Launch of new almond milk taps Australian demand for non-dairy alternatives

Posted by AFN Staff Writers on 30th April 2012

Australia’s non-dairy milk segment is set to receive a shake-up this week when a new brand of almond milk ‘Almond Breeze’ hits the shelves in over 700 Coles supermarkets across the country.

According the American food company behind the brand, Blue Diamond, the product’s launch in Australia follows “significant” success in the United States.

Roger Ringwood, Country Director for Almond Breeze said, “The many Australian consumers who were interested in the product and asking for the brand online, prompted Blue Diamond to respond.

“Several rounds of qualitative research confirmed strong consumer interest and taste preference for Almond Breeze in Australia.”

Almond Breeze is being manufactured in Sydney and will be launched in two varieties, Original and Unsweetened (in one litre cartons) and is expected to retail between AU$2.80 and AU$3.29.

The product roll-out will be supported by an integrated marketing program featuring a targeted media buy, public relations, sampling, events, social media and digital activities.

A new television campaign, featuring a 30 second commercial produced by Now Screen, featuring presenter Rozz Switzer, will air on mainstream channels Nine, Ten and SBS as well as digital stations, GEM and Eleven and Foxtel.