A milk that claims to fix one of the gripes of modern life by aiding sleep and relaxation has gone on sale in Fortnum & Mason.
Sleep Well is made with whole milk from Jersey cows, honey, valerian and natural flavouring, with its founders citing the calming effects of valerian as a sleep aid. The flower has been used as a medicinal herb for thousands of years, said founder and director of Sleep Well Sam Watts.
A vanilla variant went on sale on 4 December, available in “sip and sleep” 200ml cartons (rsp: £4.75/three pack) and one litre family-sized cartons (rsp: £4.50). A chocolate flavour is set to join the range in early 2018.
Milk for the Sleep Well range is sourced from supplier Jersey Dairy then ultra-heat treated to give the products a nine-month shelf life.
“Fortnum’s has always prioritised innovation, and so we champion brands that showcase this,” said Brigette Hardy, head of food buying at Fortnum & Mason. “Sleep Well marks a new direction in the food and drink industry - a reinvention of a classic nighttime ritual revived for the modern day.”
Fortnum & Mason picked up the product when it launched at the Speciality Fine Food Fair in September, said a spokeswoman, with the company seeking further listings in the mults and independent retailers.
Sleep Well is also available in Channel Islands Co-operative stores, with listings in Saudi Arabia on the horizon. The brand confirmed it is also in talks with a trade customer in the Middle East and Asia.
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