Milk Link Beverages is the latest dairy company to step up innovation in branded milk with the launch of Mini Moo cartons for kids and Moo Organic.
The UK’s biggest supplier of long-life milk is releasing two variants of its long-life milk brand, Moo, this month.
Mini Moo, aimed at children between five to 12 years, consists of semi-skimmed long-life milk available plain or in sugar-free flavours of Strawberry Ripple, Toffee Banoffee and Banana Split in 200ml prisma cartons, priced at 89p each.
Moo Organic will be priced at 84p per litre.
The company believes a resurgent interest in the health benefits of milk represents a significant growth opportunity
for the ailing dairy sector. Maria Dooley, sales and marketing director for Milk Link Beverages, said: “I’m sure kids’ milk will be a growth market for milk products. Mini Moo is packaged in lunchbox-sized cartons and we will communicate on pack the message that it doesn’t have to be stored in the fridge.”
Dooley said the perception of milk as high in fat was being dispelled through the efforts of the Dairy Council.
Meanwhile, another branded supplier, My Goodness, is targeting the adult dairy market and expanding its milk shakes for adults range.
The company is planning to bring out a Berry flavour to add to its current Big Banana and Great Choc Malt range of shakes, and is also promising other innovations in adult milk products.
Marketing director Jeremy Martin said the Netherlands and Australia were “miles ahead” of the UK in the adult milk drinks market.
In May, The Grocer revealed that the first branded milk containing Omega-3 was about to hit the market (‘Dairy Crest’s bucket is full’, May 21, p 78).
A TV ad for Quorn, ‘It might just surprise you’, breaks on Monday (July 4) and shows a barbecue of Bramley Banger sausages. A teenager in a mini-skirt and crop-top admits, “Yeah, maybe it does send out the wrong signals”. The voiceover says: “That’s a nice surprise. Here’s another…did you know Quorn Sausages contain less than 5% fat?” The ad is part of a £3m summer spend by Marlow Foods.
Sonya Hook