A milk delivery service from Cravendale was launched in four cities this week with the aim of saving consumers from 'milk rage'.
The free Milk Express service will be available for a limited period in London, Leeds, Bristol and Birmingham, delivering bottles of the extended shelf-life milk to people who call a special hotline to complain that they've run out of milk.
The tongue-in-cheek promotion comes after Cravendale manufacturer Arla Foods found half of Britons suffer from 'milk rage' after unexpectedly running out. Its survey of 1,000 consumers also found that 46% of respondents had been to the shops in their pyjamas to top up on milk.
"What's interesting about this research is that it shows the lengths to which people will go to ensure they have fresh milk," said Louise Barton, senior brand manager for Cravendale.
The initiative is part of Arla's £8m investment in the Cravendale brand, which is now worth £100m per year at retail level [IRI].
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