Premium milkshake brand Shaken Udder is diversifying into whole and semi-skimmed milk in a bid to get children to drink more milk - and boost its brand dramatically.
The brand has focused solely on milkshakes to date, but it has now developed a standard milk range that it believes will become a new, strong brand that appeals to children.
“We feel that milk has had a really bad run of it over the past 10 to 15 years,” said Shaken Udder co-founder Jodie Farran. “It needs to be identified with a brand that’s cool and resonates with children.”
The two milks will initially be targeted at schools, to build awareness of the brand among schoolchildren, but the company is also in the process of talking to retailers. The milks will go on a 30-school trial in Shropshire in September, with an rsp of £1 for a 330ml bottle.
Shaken Udder is also set to add an EFSA-approved ‘healthy immune system’ health claim on to packs of its new milks and existing milkshakes.
The message will promote the higher selenium content of Shaken Udder’s milk, which is produced by cows fed a selenium-rich feed supplement from manufacturer Alltech.
The company believes the move into plain milk has the potential to grow the Shaken Udder brand dramatically. It currently uses about 2.5 million litres of milk a year.
Shaken Udder launched in 2008 and its milkshakes are currently stocked in Tesco, Sainsbury’s, Waitrose and Ocado.