Aimed at "savvy" 16 to 25-year-olds, Mooch comes in a 250ml ringpull can (rsp: 99p) and is a blend of milk, cocoa beans and natural flavourings. It is available in original, hazelnut, and mint flavours, and contains less than 1% fat and no artificial colours or preservatives.
"We want to revitalise the milk aisle and prove that flavoured milk is more than just a child-friendly offering, it's for adults too," said Navson marketing director Nevid Ahmed.
Navson is backing the launch with a £100,000 marketing push. It is in discussions with Clothes Show Live about running sampling activity at the show and aims to sell two million cans in the UK this year.
Medina Dairy has listed all three variants at its 48 depots across the UK.