This initiative turns Alpro packaging into an engaging tool that educates children about plant-based nutrition. Through on-pack QR codes, the Alpro packaging unlocks an immersive superhero-themed adventure aimed at both entertaining and informing young customers.
Plant-Based Nutrition Meets Interactive Gameplay
The newly launched Alpro Kids range features delicious, health-focused options including a chocolate oat drink, strawberry soya drink, and soya-based yogurt alternatives in vanilla and strawberry flavour's. Designed for kids, these products contain 30% less sugar than standard alternatives and are fortified with essential nutrients like calcium, vitamin D2, iodine, and B vitamins. Free from lactose, artificial colouring, and preservatives, the range aligns with Alpro’s commitment to clean, plant-based ingredients.
QR Codes Turn Alpro Packaging into a Game
The connected experience accessed via the Alpro packaging is styled as a classic adventure video game. Players take on the roles of fun Alpro superheroes such as Miss Berry, Oatino, and Soystorm, racing through levels to collect ingredients while dodging obstacles. With a real-time leaderboard, weekly prizes including £100 LEGO gift vouchers, and back-to-school timing from August to October, the game is designed to entertain and incentivize healthy engagement.
Building Brand Engagement Through Connected Data
Beyond entertainment, the game-powered Alpro packaging also enables real-time data tracking. The web app gathers insights like product preferences, scan rates, engagement time, location, and social shares — all GDPR-compliant. These analytics help Alpro optimize future campaigns and better understand their family-focused customer base.
Creative Collaboration and International Reach
Gianluca Ciliento, Europe Brand Manager at Alpro, noted the initiative is about “empowering families to make healthier choices without compromising on joy.” Appetite Creative’s Managing Director Jenny Stanley added that the experience reflects the brand’s identity while bringing superheroes to life in the plant-based space.
The campaign is rolling out across several countries, including Romania, Bulgaria, Hungary, and the Czech Republic, with exclusive UK access at Asda stores.
