Multiple Marketing has ramped up the health messaging across its Funtime flavoured milk brand.
The brand has given its bottles a redesign, with 500ml bottles now carrying claims including ‘virtually fat free’, ‘source of calcium’ and ‘no added flavours or preservatives’. They also tout that they contain only 118 calories per 250ml (rsp: 39p-69p).
A new logo has also been added.
The brand, which saw sales grow by 26% – from £1.6m to £3.1m – within independent outlets last year [Nielsen 52 w/e 30 April 2019], said it was targeting young adults looking for an alternative to carbonated soft drinks.
Its 200ml cartons – aimed at children – have also been refreshed to feature a cartoon-style image of an ‘active cow’ alongside health information, and a school-compliant statement to “help remind parents of the benefits of the benefits of flavoured milk”.
“With the Drink Now sector showing by far the most growth within the milkshake category, we felt there was more Funtime could do to target this sector,” said Funtime brand manager Justin Thomas.
Funtime is sold in banana, chocolate and strawberry flavours.