Simon Mowbray
Nestlé is throwing its Nesquik brand into fridges, hoping to generate sales of £20m.
Nesquik Fresh debuts in supermarket chillers on July 14 and will roll out in two flavours ­ chocolate and strawberry ­ as Nestlé expands the powdered drink brand's horizons.
One-litre packs (rsp: £1.29) have a 21-day shelf life for retailers and 14 days for consumers, and have been produced through a partnership between Nestlé and dairy co-operative Milk Link. The co-operative boasts 2,500 members who produce some 1.4 billion litres of milk a year, around 10% of all milk consumed in the UK. Simon Thong, director of marketing at Nestlé, said: "The launch of Nesquik Fresh makes a great brand available in a chilled, ready to drink format.
"The product has consistently performed beyond expectations in taste tests, proving that the £20m incremental opportunity for retailers is very real. We have all the ingredients for a very successful product."
Thong said the launch came after a successful period for the Nesquik brand, which he said had grown by 50% in the last two years. The newcomer will benefit from the £8m which has been allocated to support Nesquik this year and which is paying for ongoing TV and point-of-sale activity.
Nesquik has notched up five decades on shelf with 220 million Nesquik drinks consumed in the last year, according to Nestlé.