According to experts, plain milk could become the next big drink craze to hit the UK, appealing to health-conscious Brits on-the-go. The announcement follows the news that milk bottles are now competing with the fizzy drinks and bottled water market.
Milk producer Cravendale has created a new 250ml bottle which is being sold in the chilled ‘on-the-go’ section of supermarkets and food stockists. The new bottles have appeared on the shelves of ASDA, Co-op, Nisa and Bestway, with Cravendale’s parent company, Arla, in talks with other large retailers that have picked up on the new trend.
Priced at 65p, the bottles are aimed at busy Britons as a healthy alternative to fizzy drinks that contain high levels of sugar. As well as being a rich source of calcium, milk is often fortified with vitamin D, which is also beneficial for maintaining healthy teeth and bones.
The smaller bottles will compete with other bottled drinks to capture the attention of the highly profitable lunch time market fuelled by people on their dinner breaks from work.
Adam Leyland, Grocer Magazine editor said: “some consumers may baulk at paying 65p for a 250ml bottle of milk. But attach to milk a cause, makes the bottles cool or functional, and promote its many properties carefully and cleverly, and milk could be a brand to be reckoned with, and even feared.”
Brand manager at Arla Cravendale, Jenna Heinz said: “Milk is widely recognised as being part of a balanced diet, and with consumers demanding greater on-the-go drink options we are responding with the launch of Arla Cravendale 250ml; a healthy, natural option to fizzy drinks and juices.
“People can be surprised at how pure and refreshing milk tastes, and now they can enjoy it alone as a refreshing beverage, rather than just on cereal or in tea.”