Arla Foods’ Cravendale brand is entering new territory with an added-value milk for adults.
Cravendale Hint Of will come in two varieties, Wild Strawberry and Vanilla, and the white-coloured liquid will be targeted as an alternative to regular milk for use in coffee, on cereals or for pancakes.
The milk, which has just a hint of flavour, contains no added preservatives or sugar.
Thryth Jarvis, senior brand manager for Cravendale, said the product was moving the market in a new direction. “The market is full of children’s flavoured milks at the moment, which tend to be brightly coloured drinks that can be high in sugar. Hint Of will be aimed at young adult women,” she said. Hint Of could boost the flavoured milk category, which fell 4.1% last year [ACNielsen 52 w/e 24 April 24, 2005]. The category is dominated by kid’s brands Frijj, by Dairy Crest, and Campina’s Yazoo.
Jarvis said Arla wanted to drive penetration by moving the sector in a different direction. “There is a lot of noise in the milk market at the moment and we think the adult end is really going to snowball,” she said.
One recent development in the adult sector has been the introduction of milk enriched with Omega-3 with the launch of St Ivel Advance from Dairy Crest, and nutritional milk shakes called For Goodness Shakes from My Goodness Ltd.
Cravendale Hint Of will be available from September (rsp: £1.09), backed by a multi-million pound campaign.
Sonya Hook