Alpro is convinced that the future is plant-based and wants to support as many people as possible in adopting a plant-based diet, because every little change is a step in the right direction. The brand emphasises that it supports those who want to live healthier lives, even if it is not always easy to break old habits. Alpro describes itself as a pioneer in plant-based nutrition since the 1980s, when the word ‘trend’ did not even exist.

In addition, Alpro shares three core values:
- Courage, i.e. the belief in simply trying something new
- A positive attitude to life, seeing the glass as always half full
- Dreams inspire, i.e. remaining imaginative and authentic in everything you do