Alpro, the plant-based food brand owned by Danone, has launched an interactive and educational packaging experience targeting young consumers and their families. The initiative supports the release of its new Alpro Kids range, which includes plant-based drinks and yoghurt alternatives in fun flavours like chocolate, strawberry, and vanilla.

In partnership with Appetite Creative, a leader in connected packaging technology, Alpro has developed an immersive, game-style experience accessible through QR codes on the product packaging. The campaign turns the healthy snacking moment into an engaging, gamified learning opportunity.

The connected experience is built as a retro video game-style adventure, where children can select their superhero avatar—Miss Berry, Oatino, or Soystorm—and embark on a virtual journey through fantastical levels. Along the way, players collect digital versions of the ingredients found in Alpro products, while avoiding obstacles and aiming for high scores.

“The new Alpro Kids range is more than just a product—it’s a step toward empowering families to make healthier choices without compromising on taste or joy,” said Gianluca Ciliento, Europe Brand Manager for Plant-Based at Alpro. “This is reflected in the fun connected experience accompanying this new range.”

The experience also includes a leaderboard competition running from late August through October. UK participants can win weekly prizes, including £100 Lego gift vouchers, adding a tangible incentive to the digital engagement. The campaign is set to roll out across several countries—Romania, Bulgaria, Hungary, and the Czech Republic—while in the UK, the experience will be exclusive to Asda stores.

The new Alpro Kids range is designed with both nutrition and environmental consciousness in mind. With 30% less sugar than comparable products and no artificial additives, the items are also vegan, lactose-free, and fortified with key nutrients like calcium, vitamin D2, iodine, and B vitamins.

“We’re always keen to try new and creative ways to adapt the look and feel of a connected experience, within brand guidelines,” said Jenny Stanley, Managing Director at Appetite Creative. “I’m confident Miss Berry, Oatino and Soystorm will take the plant-based world by storm.”

Beyond the playful aspect, the digital platform gathers anonymized, GDPR-compliant data on user behavior—such as location, engagement time, buying habits, and return visits—enabling Alpro to fine-tune its marketing strategies and deepen customer understanding.

Appetite Creative has been a trailblazer in turning everyday product packaging into interactive media. Known for its collaborations with brands like Pepsi, Coca-Cola, and Tetra Pak, the company also organizes the Global Connected Packaging Summit and produces an annual industry survey. In 2024, their managing director released the first definitive book on connected packaging, cementing their thought leadership in the space.

With this latest collaboration, Alpro and Appetite Creative continue to redefine the consumer-packaging relationship, proving that education, health, and play can coexist in a single touchpoint—packaging that talks back.