Arla Food’s Cravendale brand is hoping to steal share from soft drinks, juices and smoothies with an ‘on the hoof’ single-serve milk product.
The supplier is extending the successful fresh filtered Cravendale milk brand into slender half-pint (284ml) bottles targeting impulse buyers.
Available from January in semi-skimmed and Hint of Wild Strawberry and
Hint of Vanilla flavours, for 45p and 69p a bottle respectively, Arla hopes the new concept in milk drinking will pick up consumers turning away from carbonated soft drinks towards healthier offerings. The product will be supported by a marketing campaign including press advertising, PR, sampling and in-store promotions.
It’s expected to be available in the major multiples and convenience stores as well as in dairy cabinets.
Senior brand manager Thryth Jarvis said: “Adults are increasingly choosing drinks that are tasty and convenient, but which also have added health and nutritional benefits.”
The supplier is extending the successful fresh filtered Cravendale milk brand into slender half-pint (284ml) bottles targeting impulse buyers.
Available from January in semi-skimmed and Hint of Wild Strawberry and
Hint of Vanilla flavours, for 45p and 69p a bottle respectively, Arla hopes the new concept in milk drinking will pick up consumers turning away from carbonated soft drinks towards healthier offerings. The product will be supported by a marketing campaign including press advertising, PR, sampling and in-store promotions.
It’s expected to be available in the major multiples and convenience stores as well as in dairy cabinets.
Senior brand manager Thryth Jarvis said: “Adults are increasingly choosing drinks that are tasty and convenient, but which also have added health and nutritional benefits.”
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