By JENNIFER ZEGLER
Dairy drinks are adding new flavors, making new fans
in search of a cool treat
Dairy drinks are maturing. No longer just chocolate cartons for the
grade school set, new flavor combinations are courting kids and adults
alike. For kids, companies are touting the “does a body good”
factor with new flavors and sizes. At the same time, adults are grabbing
dairy drinks while on the go as healthy, filling substitutes.
Making the grade
The recent focus on
childhood obesity has caused new restrictions on what children are eating
– at least on school grounds. New vending and school lunch
regulations have created an opportunity for flavored dairy drinks to fill
the void vacated by carbonated drinks. Innovative flavors and convenient
sizes also are attracting kids to dairy drinks while in the lunch line.
“The key thing we make sure of is to have a good
product that kids will choose,” says Cathy Dean, marketing manager
for Nestle Nesquik ready-to-drink. “For parents and schools
it’s important that they want to pick up and choose Nesquik over the
variety of options out there.”
Nestle’s Nesquik is the category leader,
according to data from Information Resources Inc., Chicago, and has
introduced new packaging sizes for schools. The California-based company
recently debuted 14-ounce aseptic packaging, which is perfect for schools
where refrigerator space is hard to come by, Dean explains. Also new is an
8-ounce resealable plastic bottle.
|Top "milkshake" drinks (individual brands)
||DOLLAR SALES||% CHANGE VS.PRIOR YEAR
||MARKET SHARE||% CHANGE VS.PRIOR YEAR|
|ODWALLA SUPER PROTEIN||$4,326,328||105.9||6.7||3.6|
|KERN'S AGUAS FRESCAS||$2,787,978||0.6||4.3||0.2|
|Source: Information Resources Inc., Total food, drug and mass merchandise (excluding Wal-Mart) for the 52 weeks ending June 18, 2006.
“The new 8-ounce size is for the a la carte line
in schools,” Dean says. “We’ve tested it in schools, and
it did so well that it didn’t stay in the a la carte line.”
In addition, the brand unveiled a limited-edition
Cookies and Milk milkshake in February. This Nesquik variety will be
available for a year until it’s replaced by a new limited-edition
Also keeping schools in mind are the dairy drink lines
from New Jersey-based North American Beverage. Its three Chocolate Moose
varieties and the strawberry flavored Mega Moose carry approvals from the
American Heart Association and American Dairy Association. The company also
is looking forward to new additions during the holiday season and next
spring, says John Imbesi, president of North American Beverage.
“Chocolate Moose and
Strawberry Mega Moose are doing well,” Imbesi reports. “They
are fat free, cholesterol free and trans fat
free. We are extolling the virtues that dieticians and nutritionists
The Slammers brand from Bravo Foods International,
North Palm Beach, Fla., has seen great growth during the past year. Already
home to ProSlammers and Masterfoods-inspired Starburst, Three Musketeers
and Milky Way flavored dairy drinks, the company signed a co-branding
agreement with General Mills to launch cereal-themed beverages. The debut
offerings of Trix and Cocoa Puffs flavored drinks will launch in time for
the back-to-school season this year, with additional varieties to follow.
“We have co-branding agreements with Masterfoods
and General Mills that are creating the right products with the right
brands at the right time,” says Stan Harris, chief marketing officer
for Bravo. “Our distribution deal with Coca-Cola [Enterprises] is
helping tremendously. Also, the fact that we bottle aseptically allows for
shelf-stable products that are better for shipping. With more people
turning to better-for-you beverages, we’re really growing, our only
problem now is managing opportunity and that’s a problem we like to
Combining the benefits of dairy with active cultures
is ProBugs, a new drinkable kid-friendly kefir from Lifeway Foods, Morton
Grove, Ill. The probiotics and active cultures, which the company calls
“friendly bugs,” help increase the level of good bacteria in
children’s digestive systems. ProBugs’ Sublime Slime Lime and
Orange Creamy Crawler varieties come in a 5-ounce no-spill
pouch for children ages two to nine.
More grown-up appeal
New flavors – and health benefits – also
are attracting adults to dairy drinks. With fortified on-the-go options,
dairy drinks offer opportunities for busy
adults. From numerous smoothies to indulgent milkshakes, dairy drinks are
serving up myriad healthy options for time-starved adults.
Dairy-based LightFull Smoothies from California’s
LightFull Foods carry the tagline “helping you juggle without the
struggle.” Created by Lara Jackle, chief executive officer, and Lynn
Graham, co-founder and vice president of marketing, LightFull Smoothies
were designed as a filling snack for busy women. The four flavors of
“satiety smoothies” boast 6 grams of fiber and protein in
addition to antioxidants, all in 100 calories or less.
“We were both athletes in college,” Jackle
explains. “After graduating we had to
realign to what was healthy eating because we weren’t training all
the time. The smoothies deliver a
triumvirate of being satisfying, all natural and low calorie as well as
good tasting. It’s not about dieting, it’s about
Both North American Beverage and Bravo Foods also
appeal to adults with new products. North
American Beverage introduced new Splenda-sweetened diet dairy drinks,
including a Mocha variety. The company also is working on Hispanic-inspired
flavors, such as Dulce de Leche for upcoming additions.
“Dulce de Leche was the second most popular
specialty ice cream flavor for Haagen Dazs, so we consider it a good
option,” Imbesi says.
Bravo Foods recently launched Bravo Blenders, a new
line with adult appeal.
“With on-the-go in mind we’re
introducing Bravo Blenders that are a dairy-based meal replacement aimed at
busy working moms,” Harris says. “When you’re running
around making meals, dropping off kids and probably having to get to work
yourself, the last thing you have time for is a meal. With Bravo Blenders
you can have a healthy meal replacement in adult-friendly flavors such as
Chocolate Raspberry or French Vanilla.”
For those eyeing indulgence, Ben & Jerry’s
is serving up ready-to-drink MilkShakes in nationwide grocery and
convenience stores. The creamy drinks were introduced in the Vermont
company’s signature Cherry Garcia, Chunky Monkey and Chocolate Fudge
Brownie flavors. The 8-ounce drinks will be distributed through Pepsi.
Consumers are becoming keener to dairy drinks as the
products move out of cartons to indulgently flavored drinks in resealable bottles. Whether part of a school lunch or a snack while
running errands, children and adults are flocking to dairy drinks,
especially when the cool treats deliver great taste and health benefits.