Milky Way is to extend its offering and enter the drinks sector, parent company Aimia Foods has announced.
A chocolate flavoured drink called the Milky Way Milkshake is aimed at encouraging more kids to drink milk, Talking Retail reports.
The powdered beverage is to be launched with sampling sessions to help it succeed in the milkshake category – which has a growth rate of six per cent year-on-year.
Brand marketing manager at Aimia Richard Cooper stated that the product should “reignite” interest in the sector.
“Milky Way Milkshake is distinct; the combination of the unique Milky Way taste, the packaging format and the reassuring credentials of the Milky Way brand was a winning formula in research,” he said.
Mr Cooper added that the drink is also free from artificial colourings, flavourings and additives.
Media manager at the British Soft Drinks Association Liz Bastone stated that those companies entering the soft drinks sector must ensure their product offers the customer something more than just refreshment.