Dairy Farmers of Britain is continuing its push to get healthier drinks into kids, with plans to launch a Raging Cow range of flavoured milk and yoghurt drinks into schools and retailers next year.
Originally due to hit schools this month, followed by a launch into supermarket chains, the brand's arrival has been delayed until January 2007. The dairy co-operative said it wanted to make sure in-house production was in place first.
The brand, which will be available in single bottles and multipacks in six different flavours, is likely to reach retailers in the early summer. Milk flavours are expected to include Stormin' Strawberry, Smashin' Semi-Skimmed and Chargin' Chocolate. The yoghurt drinks will be Pumpin' Passionfruit, Rockin' Raspberry and Punchin' Peach.
Dairy Farmers of Britain first targeted schools via vending machines last April with its Wotz in It 4 Me probiotic yoghurts to establish its products with its target consumers.