Adam Peaty MBE, Nicola Adams OBE, Tyrone Mings and Heather Watson team up as ‘Team PB’ and fly flag for Alpro Soya

Alpro, the pioneer of plant-based, is kicking off a new cross-channel campaign backed by an all-star squad of sports heroes, to promote the health benefits of Alpro Soya drinks and catch the eye of new shoppers.

Headlined by some of the biggest names in sport, ‘Plant-Based for Protein Lovers’ sees swimming star Adam Peaty MBE, boxing champ Nicola Adams OBE, top footballer Tyrone Mings and tennis pro Heather Watson join forces as ‘Team PB’ (aka. ‘Team Plant-Based’).

Together the sporting stars will champion the little-known protein benefits of soya – described by Alpro as the “unsung hero” of plant-based food & drink – and unveil Alpro Soya as their “secret weapon” for upping their intake of plant-based protein.

Diving in with a high-impact PR launch, the campaign will also play out across social media, digital and in retail – with Adam Peaty and Nicola Adams featuring on Alpro Soya 1L packs. Plus, all four famous faces from ‘Team PB’ will pop up out of home, with a high-profile takeover of Westfield Stratford and advertising in Pure Gyms in the mix, too.

The stars will also take the lead in the ‘Alpro PB Challenge’ – a fun, light-hearted content series that will see each athlete put their “secret weapon” to the test by setting a ‘PB’ challenge related to their field – and challenging their fellow teammates, and the nation, to take it on and see how they fare when pushed outside of their comfort zones.

“We’re pumped to get this ball rolling, the atmosphere is electric”, says David Jiscoot, Marketing Director for Alpro UK & Ireland (and official campaign pundit). “This campaign is set to shoot further growth for our popular Alpro Soya range and show health and sports fans – no matter what league they’re in – how they can use the plant-based power of soya to benefit their health, and do their bit for the planet too.

“Soya has become a bit of an unsung hero in the world of plant-based in recent years, despite the fact it’s a nutritional knockout that’s full of plant protein – and a true plant-based alternative to dairy that can deliver on nutrition, with stand-out eco credentials too.

“It’s high time we cheerlead health and sports fans to discover it for themselves – and who better to help us do exactly that than some of the nation’s favourite sporting heroes who are already using soya as their secret weapon?” adds Jiscoot.

More than half of Alpro’s UK sales come from soya-based products (including soya drinks and alternatives to yoghurt), which has in turn fuelled 25% of Alpro’s growth since 2019 (+£11.2m).

“There is still a massive untapped opportunity with soya – particularly by driving penetration with new shoppers, whilst also keeping long-standing fans on side – and that’s exactly what this campaign is designed to unlock by shining the spotlight on the stand-out health and sustainability creds of Alpro soya in a HUGE way,” says Jiscoot.

‘Plant-Based for Protein Lovers’ – which launches mid-September and runs through to the end of October – will highlight Alpro’s extensive range of soya-based drinks, including Soya Original, Soya No Sugars, Soya Light and Soya High Protein. All of Alpro’s Soya drinks are rich in high quality plant protein, and can be used to make breakfast smoothies, overnight oats, and much more.