The producer of a new range of ‘adult’ milkshakes reckons it can convince men to start drinking the white stuff again.
For Goodness Shakes hopes to appeal to men who haven’t been turned on by the raft of probiotic drinks and fancy a functional healthy snack.
The nutritionally enhanced ready-to-drink shakes contain NutriMix, a blend of 23 vitamins and minerals formulated for health and fitness, and are made with fruit and fresh milk.
They are free from artificial preservatives, sweeteners and colours (rsp: 99p); and although the 500g bottles have a six-month shelf life, retailers are being encouraged to merchandise them in chillers.
The shakes, which come in chocolate malt and banana flavours, were first developed for athletes competing in the 2004 Olympics and carry an on-pack endorsement from decathlete Dean Macey.
Marketing director Jeremy Martin said innovation was key to convincing adults to start drinking milk again.
The company reckons there is big potential in a currently under-performing category.
“All the early signs show that we’ll add incremental growth to milk sales by attracting adult purchasers to the category,” he said. The new product will be competing against Red Bull, Frijj and even snack food.
For Goodness Shakes already have a listing in Tesco Express and will be supported by a £1m marketing campaign.
Helen Gregory
For Goodness Shakes hopes to appeal to men who haven’t been turned on by the raft of probiotic drinks and fancy a functional healthy snack.
The nutritionally enhanced ready-to-drink shakes contain NutriMix, a blend of 23 vitamins and minerals formulated for health and fitness, and are made with fruit and fresh milk.
They are free from artificial preservatives, sweeteners and colours (rsp: 99p); and although the 500g bottles have a six-month shelf life, retailers are being encouraged to merchandise them in chillers.
The shakes, which come in chocolate malt and banana flavours, were first developed for athletes competing in the 2004 Olympics and carry an on-pack endorsement from decathlete Dean Macey.
Marketing director Jeremy Martin said innovation was key to convincing adults to start drinking milk again.
The company reckons there is big potential in a currently under-performing category.
“All the early signs show that we’ll add incremental growth to milk sales by attracting adult purchasers to the category,” he said. The new product will be competing against Red Bull, Frijj and even snack food.
For Goodness Shakes already have a listing in Tesco Express and will be supported by a £1m marketing campaign.
Helen Gregory
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