Leading dairy processor Milk Link has this week launched chocolate-flavoured moo milk as the latest flavour in its range of branded long life milk, 'moo'. Retailers anticipate boosted sales by offering consumers this exciting new addition to the 'moo' range, as flavoured milks are the fastest growth area in the retail channel*.
Milk Link, owned by 2,000 British dairy farmers, launched its 'moo' milks in July 2005. Chocolate is the most popular flavour for milk drinks; it has a 39% share of the market and is growing at a rate of 22.4% per year**. Milk Link has launched this chocolate flavour to build on the success of the current 'moo' flavoured milks – Strawberry, Banana, Toffee and plain semi-skimmed milk, which in 2007 are already seeing sales growth of 40% versus last year. Somerfield has just started stocking the new chocolate flavour, while the original flavours remain available in Tesco, Sainsbury's, Somerfield and Morrisons.
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!). Low in fat and sugar, it is a hit with those looking for a healthy and tasty drink for lunch-boxes or 'on the go'.
Alli Lucy, Category Marketing Manager for moo, Milk Link, commented: "Our decision to introduce a chocolate 'moo' milk follows extensive consumer research which has looked at the attitudes of both parents and children towards moo in the context of other soft drinks – I'm sure they will welcome this popular new flavour.
"The reaction to 'moo' milks has been excellent amongst both retailers and consumers. Kids and adults have shown they enjoy the taste and the handy pack formats have been well received."
