Flavoured_Milk_Free
The backdrop to the UK flavoured milk market is one of relentless change. The removal of the EU milk quotas, the transition by emerging economies to a Western-style diet, the upcoming introduction of the ‘sugar tax’ and the booming sports nutrition industry are all aspects of change that create both challenges and opportunities for the UK flavoured milk market. HRA Food and Drink has developed this report as a map to guide industry stakeholders. Although volume growth in 2014 was slightly lower than in previous years, the flavoured milk market still has plenty of room for product innovation in the future.
The backdrop to the UK flavoured milk market is one of relentless change. The removal of the EU milk quotas, the transition by emerging economies to a Western-style diet, the upcoming introduction of the ‘sugar tax’ and the booming sports nutrition industry are all aspects of change that create both challenges and opportunities for the UK flavoured milk market.
HRA Food and Drink has developed this report as a map to guide industry stakeholders. Although volume growth in 2014 was slightly lower than in previous years, the flavoured milk market still has plenty of room for product innovation in the future.
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UK FLAVOURED MILK MARKET 2017 & BEYOND<br />
• The product is available in four flavours: Chocolate, Strawberry, Vanilla<br />
and Banana. In response to the high-protein trend, Weetabix launched a<br />
high protein variant in July 2015. This comes in three flavours: Strawberry<br />
& Raspberry, Blueberry & Blackberry and Vanilla.<br />
To view please<br />
purchase full report<br />
Jan 2014<br />
Launch of Weetabix Onthe-go<br />
breakfast drinks<br />
June 2015<br />
Launch of Weetabix Onthe-go<br />
Protein<br />
Figure 6.23: Evolution in Weetabix On-the-go breakfast milk, products and packaging<br />
Since its launch in 2014, packaging has remained the same. With generic<br />
branding that capitalises on the well-known Weetabix logo and style, it aims<br />
to appeal to all ages. With a 250ml bottle size it is suitable for most consumers.<br />
The protein product uses the silver packaging as a functional drink category<br />
cue to stand out on shelf as being more premium, with added benefits.<br />
2014<br />
£5m marketing campaign<br />
focusing on the drinks<br />
convenience.<br />
Included online, digital and<br />
outdoor adverts<br />
To view please<br />
purchase full report<br />
2015<br />
TV advert focusing on<br />
convenience of on-the-go drink<br />
if you have little time for<br />
breakfast. Strapline- ‘A proper<br />
breakfast- bottled’<br />
Figure 6.24: Weetabix on-the-go advertising campaigns<br />
86<br />
© 2016 Teepee Limited. All Rights Reserved.
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