Arla Food’s Cravendale brand is hoping to steal share from soft drinks, juices and smoothies with an ‘on the hoof’ single-serve milk product.
The supplier is extending the successful fresh filtered Cravendale milk brand into slender half-pint (284ml) bottles targeting impulse buyers.
Available from January in semi-skimmed and Hint of Wild Strawberry and
Hint of Vanilla flavours, for 45p and 69p a bottle respectively, Arla hopes the new concept in milk drinking will pick up consumers turning away from carbonated soft drinks towards healthier offerings. The product will be supported by a marketing campaign including press advertising, PR, sampling and in-store promotions.
It’s expected to be available in the major multiples and convenience stores as well as in dairy cabinets.
Senior brand manager Thryth Jarvis said: “Adults are increasingly choosing drinks that are tasty and convenient, but which also have added health and nutritional benefits.”