Parmalat innovations to grow the flavoured milk category

The total beverages category is worth $11 billion^ and is growing by six per cent versus year ago^. Flavoured milk accounts for one-quarter of all beverages sold, with category growth expected to be further boosted by three new launches from Parmalat.

The first innovation is Ice Break Stripped iced coffee, made with 30 per cent less sugar than Parmalat’s Ice Break and with no artificial ingredients. Stripped is being launched in response to the trend towards health and wellbeing, with sugar the number one concern for consumers looking for healthier alternatives, according to Parmalat.

With its lower sugar content and lack of artificial ingredients, Ice Break Stripped is expected to have wide appeal and really hit the spot for infrequent iced coffee consumers.

“Research indicates that it will grow consumption frequency – not just older guys, but also younger guys that are image conscious,” a Parmalat spokesperson said.

Also from Parmalat is premium iced coffee brand Rush, which the dairy company says is made using quality ingredients to appeal to coffee connoisseurs.

“Iced coffee is driving the growth in the flavoured milk category, but there is still room for a premium iced coffee offering,” Parmalat said. “Parmalat research suggests there’s also a lot of consumer interest in low fat/sugar alternatives as shoppers search for healthier alternatives.”

As with Ice Break Stripped, the launch of Rush is expected to grow consumption frequency with 25-44 year olds who are occasional consumers of iced coffee.

There is also an ‘Executive Interact’ campaign through Executive Channel, using  Executive Office large screens in CBD office towers, along with office sampling, digital support on LinkedIn and a suite of POS material.

Also new from Parmalat is Milky Max, which is promoted as offering a great-tasting snack in a child-friendly bottle. The product is aimed at parents looking for a healthier treat for children aged four to seven.

“Small pack sizes [<400ml] are growing at 6.8 per cent and Milky Max provides a convenient pack format for on-the-go consumption,” Parmalat said. “There’s also a lot of interest from parents in healthier snacking options for their kids.”

The launch of Milky Max is supported by POS material, in-store activation and interactive digital communication.

^ Nielsen, Aztec and Industry Estimates 2012.

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