Rokeby Farms thrives in convenience market

Dairy product brand Rokeby Farms has found fresh success with its range of Whole Protein Breakfast Smoothies securing additional distribution in more than 2,000 key retailers nationally in the P&C channel.
Major wins include expansion of its existing distribution in 7-Eleven across all stores and new ranging in BP, Caltex, Coles Express and Woolworths Petrol. This adds to its existing distribution established since mid-2014 in around 700 Coles and Woolworths supermarkets and 1,000 independent retailers nationally.
Rokeby Farms was established in 2014 by Made, a pioneering independent beverage company that launched Nutrient Water in Australia in 2005 and Cocobella in 2010. Made says Rokeby Farms has achieved strong sales growth since launching in June 2014 with current-month sales representing growth of 200 per cent year on year as a result of new distribution expansion and strong organic sales increases in existing stores.
“We’re so thrilled with the ranging support given from our key retailers, who recognise the long-term vision we have for Rokeby Farms and the capital commitment we’ve made for a company of our size,” Made co-founder Luke Marget said.
The brand’s innovative new product range is made with fresh, cold-filtered milk promoted as containing twice the protein of regular milk with no added powders.
Mr Marget says sales for its range of Whole Protein Breakfast Smoothies are forecast to exceed $10 million in retail sales in 2016.
“Based on current sales alone, it takes 150 cows to produce enough milk for production each week,” he said. “The liquid-breakfast category in Australia has grown significantly in recent years, with more than 50 per cent category growth from 2011 to 2014, so we expect this will increase.”
Rokeby Farms will introduce a new Salted Caramel flavour in its Breakfast Smoothie range next month and plans to bring products in other categories to market soon.

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