New bigger Moo to boost sale

Dairy processor Milk Link has this week launched new one litre cartons of its popular chocolate and strawberry flavoured moo milks as the latest additions to its range of branded long life milk, 'moo'. Retailers anticipate that the bigger size will boost sales because chocolate and strawberry are the most popular flavours of milk, with 36% and 32% market share respectively, at a time of growth for the flavoured milk market.[1]

Milk Link, owned by British dairy farmers, launched its 'moo' milks in July 2005. Chocolate moo was only launched in April this year and has been building on the success of the other 'moo' flavoured milks – Strawberry, Banana, Toffee and plain semi-skimmed milk. The new bigger packs are available in Sainsbury's stores from 5th August 2007, followed by Somerfield stores from early September 2007.

Milk Link's 'moo' brand is a response to the current trend for healthy eating, standing for tasty dairy produce which is packed full of calcium, protein, minerals and vitamins, providing lots of natural goodness for children (or adults!). The one litre cartons have a new pack design which emphasises the naturalness of the drink and its wholesome qualities, which will also be rolled out to the 200ml moo cartons.

Alli Lucy, Category Marketing Manager for moo, Milk Link, commented: "The new one litre carton size is a direct response to consumer demand. Our 200ml cartons are ideal for lunch-boxes or 'on the go', but we found that parents often wanted larger cartons which they could open and store in the fridge. This larger size is ideal for those who can't get enough of the smaller cartons, as well as parents who want to give their children a nutritious boost at breakfast time."