Peter Crouch Shares His Morning Routine for Alpro's Plant Protein Range

Following the expansion of its Plant Protein range, Alpro, the UK’s number one plant-based beverages brand, believes that everyone deserves to start their day like a champion, and is on a mission to cater for any morning breakfast routine, no matter what that looks like.  

The campaign, in partnership with Ketchum, aims to lift the lid on the nation’s morning routines and demonstrate that starting your day like a champion is achievable with a healthy, tasty and nutritious breakfast – packed with plant protein. 

Research carried out by Alpro found that over a quarter of Brits (27%) wish they ate more healthy and nutritious breakfasts. However, when it comes to nutrition, only 6% believe that their breakfast has a lot of protein while nearly two fifths (38%) say their breakfast doesn’t contain much protein. Furthermore, nearly half (47%) of Brits don’t know what the recommended daily intake of protein is but would like to find out. 

Zoe Gardner, head of Alpro Marketing UKI at Alpro said, “We believe everyone deserves to start the day with a healthy, tasty and nutritious breakfast. Our research found that a staggering 95% of the nation believes protein is an important addition to their diets, however at Alpro, we have seen a lack of plant protein options at breakfast time.

“The expansion of our plant protein range with tasty protein drinks and alternatives to yoghurts aims to make protein more accessible to consumers and provide new ways to enjoy fuss-free and healthy breakfast products for any morning routine – no matter what it looks like.” 

Looking at a typical morning routine, the most common tasks for Brits include brushing their teeth (55%), having a cup of tea or coffee (49%) and eating breakfast (44%) by 7am, with some more ambitious goals including a workout (9%), going for a run (5%) and enjoying a sauna (3%). 

As part of the campaign, ‘Alpro Plant Protein Morning Trials’, the brand has partnered with sporting legend Peter Crouch to shine a spotlight on morning routines. But there’s a twist. Alpro has challenged Peter to put some extraordinary celebrity-inspired morning routines to the test to see if they are sustainable on an everyday basis. The trials include waking up at 2.30am, multiple gym sessions and plunging into an ice bath. 

Alpro has also partnered with nutritionist Jenna Hope to develop breakfast recipes packed with plant protein that are quick and easy to make. The selection of plant based recipes include chocolate and berry pancakes, chocolate banana crepes, tropical mango breakfast bowl and fruity bites. 

Nutritionist Jenna Hope said, “Incorporating a source of protein into your breakfast each morning is ideal for helping you hit your daily requirements. The new Alpro Plant Protein range enables you to incorporate more plant protein into your morning breakfast in a fuss-free and tasty way.”  

Luke Walker, creative director at Ketchum said, “Crouchy was a great sport for taking on the notorious routines of celebrities, who for legal reasons cannot be named. Truth is, we couldn’t perfectly replicate them as what they claim to get up to every morning is far more bonkers. Peter would have sued us. We thank the completely unnamed celebs and their culturally famous routines for helping our Alpro work slot into culture, too.”

Faye Bell, director at Ketchum said, "We've loved continuing to do great work with Alpro - this time to launch the Alpro Plant Protein Morning Trials with Peter Crouch and nutritionist Jenna Hope. Morning routines look different for everyone; we know they can be hectic and it’s not always easy to fit everything in. Whilst we can’t give the gift of time, the campaign highlights that Alpro and its Plant Protein range can help set us up for the day by providing the perfect ingredients for a tasty and healthy breakfast.” 

Supported by a range of shopper, ATL and sampling activity, Alpro is making it easier than ever to create a balanced and healthy breakfast at home, regardless of people's morning routines. Shopper activity led by Twelve will drive action and encourage shoppers to add Alpro to their basket, while sampling by Purity will be on offer at Chiswick Park on Wednesday 5th June. Wider office sampling will take place w/c 10th June (exact dates and location TBC).  

The latest additions to the Alpro Protein range includes Alpro Plant Protein Chocolate Flavour Drink (750ml), Alpro Plant Protein Original Drink (750ml), Alpro Plant Protein Mixed Berries alternative to yogurt (200g) and Alpro Plant Protein Tropical Fruit alternative to yogurt (200g).