Alpura’s Expansion into Dairy Products and New Flagship Store
Alpura, a prominent Mexican dairy company, has recently expanded its product line to include cheese and yogurt, aiming to increase its presence in the dairy market. This move comes after their successful entry into the ice cream business in Mexico.
Alpura’s Product Line Expansion
Adrián Varela, Alpura’s Marketing Director, stated, “At Alpura, we are constantly seeking innovative ways to enhance our consumers’ experiences across various product lines. In the past month, we have launched helados (ice cream), quesos (cheese), and Greek yogurt.”
The cheese market is valued at approximately 70,000 million pesos and continues to grow steadily each year. According to a study by Informes de Expertos, this segment is expected to grow at an average annual rate of 7.6% by 2034, driven by increasing demand. Consumers often view cheese as a protein-rich snack and an essential source of nutrients, such as calcium, compared to meat or seafood.
Alpura’s new cheese offerings, including manchego, Oaxaca, and yellow cheese, target the younger demographic. Varela mentioned that Alpura’s absence from the cheese category was illogical, given its reputation as a milk brand.
Alpura’s product categories, linked to nutritious value-added products, have remained stable and show no signs of decline, unlike other sectors that have displayed vulnerability.
Flagship Store Inauguration
Alongside the new product launches, Alpura inaugurated its first flagship store in Mexico City, in partnership with Sam’s Club, a Walmart subsidiary.
This initiative aims to cater to evolving consumer expectations, who increasingly value in-store experiences.
“This is a strategic initiative by Grupo Walmart of Mexico, and due to our strong partnership, they approached us to bring this concept to life. It’s the first of its kind for both Sam’s Club and Alpura,” Varela explained.
The Plaza Oriente location was chosen for this launch, as it best represents the retail chain. The concept will be in place for about a month.
The flagship store integrates elements from Alpura’s 360 experience, starting from the supermarket’s exterior image and extending to various interactive points inside the store for enhanced customer engagement.
Visitors can participate in activities or games, learn more about Alpura’s products, and even receive items directly from a robot autonomously navigating the sales floor, acting as a mobile display.
“Beyond transactional and advertising aspects, we’re observing this retail trend in Mexico to drive foot traffic and foster better connections with shoppers,” noted Alpura’s Marketing Director.
He confirmed plans to replicate this model in other cities across Mexico in the coming months, without providing further details.
Alpura is the first and only brand participating in such an initiative within Sam’s Club in Mexico.
Key Questions and Answers
- What is Alpura expanding into? Alpura is entering the cheese market and expanding its yogurt line.
- Why is Alpura entering the cheese market? The cheese market’s growing demand and value align with Alpura’s mission to offer diverse dairy products.
- What is the value of the cheese market in Mexico? The cheese market is valued at approximately 70,000 million pesos.
- What makes Alpura’s new cheese offerings unique? Alpura’s new cheeses, such as manchego, Oaxaca, and yellow cheese, target younger consumers.
- What is Alpura’s flagship store concept? The flagship store integrates interactive elements and autonomous robots to enhance customer engagement.
- Why is Alpura’s flagship store significant? It represents a new retail trend in Mexico, focusing on customer experience and connection.
