Milky Way Set to Launch Milkshake
Research undertaken by Aimia Foods identified that powdered milkshakes are seen by consumers as somewhat staid, with low levels of innovation, highlighting the opportunity to inject some excitement into the sector.
22/05/08 Milky Way Milkshake, which is made under license by Aimia Foods, builds on the strength and heritage of the Milky Way brand, which at £49m is showing strong annual growth of 13.3%.
The powdered milkshake market is currently worth over £20m and is enjoying growth of 6% yoy+.
Research undertaken by Aimia Foods identified that powdered milkshakes are seen by consumers as somewhat staid, with low levels of innovation, highlighting the opportunity to inject some excitement into the sector.
Milky Way Milkshake, with its delicious taste and distinctive user friendly packaging - the 240g jar was specifically chosen for ease of handling - gives mums a great solution for enhancing their children’s milk consumption. Indeed research showed that 82% of parents interviewed would definitely purchase Milky Way Milkshake.
Richard Cooper, Brand Marketing Manager at Aimia, says: “Milky Way Milkshake is distinct; the combination of the unique Milky Way taste, the packaging format and the reassuring credentials of the Milky Way brand was a winning formula in research. The fact that it is free from artificial flavours, colours and additives was also key.
“We are confident that this product will re-ignite interest in the powdered sector and will help to drive category growth.”
The launch will be supported by nationwide in-store sampling, PR and retailer specific promotions.
