MILK LINK ANNOUNCES NEW ‘CHOCOLATE CREAMINESS’ FLAVOURED MOO

November 3rd, 2009

Milk Link has launched a smooth and creamy tasting chocolate flavoured milk, Chocolate Creaminess. Listings have been secured in Sainsbury’s, Morrisons, Budgens and Nisa. The product will be available from end of October at a RRP of £1.49.

The new flavour, which was one of the new products previewed at the opening of Milk Link’s new Innovation Centre last month, is part of the Moo extended shelf life (ESL) flavoured milk drink range.

Milk Link believes that Chocolate Creaminess is an important addition to the Moo portfolio as chocolate continues to dominate the flavoured milk market holding a 37% share and is growing by 6% year-on-year. Chocolate Creaminess is Milk Link’s first purely chocolate product, filling an important gap which will appeal to a greater proportion of consumers.

Chocolate Creaminess uses only natural ingredients and one% fat milk, making it perfect for kids but great for the whole family. It compliments the existing scrumptious strawberry flavour, Strawberry Sundae, and will be similarly packaged in eye-catching, modern cartons, appealing to both parents and children – making the product a fun and delicious way to get children to drink milk and on track to receive their recommended daily intake of calcium.

The product will be positioned in the chiller alongside fresh milk and is available in family size one litre cartons.

Michelle Bloom, Senior Brand Manager commented, “We are always listening to our consumers and looking at new ways to develop the Moo brand. Our new Chocolate Creaminess flavour is a direct response to the market. As you can see by the listings we have announced today – it has proved to be a hit with retailers.”

The ‘Moo’ brand was launched in 2004 in response to increasing trends for healthy eating and tasty dairy products which are a good source of calcium, protein, riboflavin and vitamin B12, providing lots of natural goodness. The Moo range includes: whole, semi-skimmed, skimmed, one%, organic, flavoured and Mini Moo.

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