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 />
2012<br />
Launch of US giant Blue<br />
Diamond Almond Breeze,<br />
offering in original,<br />
unsweetened and chocolate<br />
flavours.<br />
To view please<br />
purchase full report<br />
Launch of<br />
Vanilla Blue<br />
Diamond<br />
Almond <strong>Milk</strong>.<br />
Figure 6.29: Blue Diamond evolution of products and packaging.<br />
2014<br />
Launch of Almond Breeze<br />
reduced sugar products.<br />
• Blue Diamond focused their original marketing push on a TV advertising<br />
campaign that aired during a Coronation Street break. The campaign<br />
highlights the health credentials of Blue Diamond Almond Breeze with the<br />
strapline “Goodness is now gorgeous”.<br />
• The TV advertising in 2014 also focused solely on the low calorie content<br />
of their products, attempting to appeal to a mainstream consumer<br />
audience of weight conscious consumers.<br />
2012<br />
UK launch of Blue<br />
Diamond Almond <strong>Milk</strong>.<br />
To view please<br />
purchase full report<br />
Feb 2013<br />
TV advert on ITV1 as part of<br />
£3m advertising campaign.<br />
Highlighted health benefits of<br />
almond milk.<br />
Dec 2014<br />
Ad focusing on calorie content<br />
& fat content in Blue Diamond<br />
and skimmed milk. Strapline-<br />
‘Goodness is now gorgeous’.<br />
Figure 6.30: Blue Diamond Almond Breeze advertising campaigns 2012-14<br />
96<br />
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