Crediton Dairy is pushing its Moo brand into on-the-go with the launch of a new 330ml variant.
The drink, which was previously available only in a one-litre format, will now be competing for shelf space in the £118m category against the likes of Frijj and Yazoo.
The new packs went on sale this week, with confirmed listings in Spar, Nisa, 99p Stores, Mole Valley Farmers and Heron Foods. They are available in strawberry, chocolate, banana and chocolate fudge flavours (rsp: 70p).
The launch would open up new usage occasions, said head of sales and marketing Nick Bartlett, and respond to growing consumer demand for flavoured RTD dairy drinks.
“Importantly it will also allow us to increase Moo’s penetration in the convenience retail, forecourt, motorway service station and foodservice channels,” he added.
The launch comes just over a year after Crediton unveiled a chilled hot chocolate range under the Gü brand, and on the back of a £5m-plus investment in its processing facilities since the company was bought out by management in 2013 as a condition of the merger between Arla and Milk Link. A further £1m was also spent at the Crediton site on a new high speed filling line in order to facilitate the launch of the new Moo range.
This had allowed the business to “substantially increase our production capacity, ability to offer customers a range of innovative formats and deliver best in class processing efficiencies”, said Crediton MD Tim Smiddy.
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