Alpro Uses Connected Packaging and Superheroes to Educate Kids on Plant-Based Diet

Alpro, in partnership with Appetite Creative, has launched an interactive, connected packaging experience for its new Alpro Kids range. The experience, accessed through QR codes on product packaging, combines elements of a video game to educate children about the nutritional benefits of the plant-based products. The aim of the campaign is to make learning about plant-based nutrition fun and entertaining, helping children and families make healthier food choices.

The connected experience features a game-style interface where players can choose a superhero alter ego and navigate through levels, collecting Alpro-flavored ingredients while avoiding obstacles. Winners of a weekly leaderboard competition can earn £100 Lego gift vouchers. The campaign is running in several countries, including the UK, with an exclusive experience at Asda stores. By incorporating gamification with nutrition education, Alpro hopes to engage kids of all ages in learning about the benefits of a plant-based diet in a fun and creative way.