PROMOTION 54 Catering & Hospitality
Modern Milk is a new fl avoured milk product targeted at students, providing a healthier and more appealing option
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One of the products that has set the student catering market alight in 2011 is Irish dairy co-operative, Lakeland Dairies’ new range of fl avoured milk
drinks, Modern Milk. As part of its ‘thinking different’ strategy, Modern
Milk comes in a distinctive packaging that displays the colourful “cowicatures” on the front of each car- ton, representing the four different fl avours – Lush Banana and Honey, Ripe Strawberry and Raspberry, Smooth Coffee with a hint of Vanilla, andMilk Choco- late with a hint of Golden Caramel. Unlike many other milk drinks, Modern Milk
does not contain added colours, is not too sugary, too thick or too gloopy and is a chilled product with an extended 42-day shelf life – good news for re- tailers! It is made with low-fat semi-skimmed milk that
has been blended with subtle, natural fl avours. Each 330ml carton of Modern Milk contains extra cal- cium, which is enough to give 70 per cent of the body’s RDA; added Vitamin D to help the bones absorb calcium better and added fi bre which has long been known for its benefi ts for a healthy diges- tive system. Modern Milk is the fi rst dairy product to market that offers all these additional benefi ts. With its high protein content and low GI level,
milk is naturally fi lling but hasn’t always been avail- able in a convenient format. Modern Milk comes in a handy, environmentally-friendly 330ml Tetra Top carton with a screw cap, appealing to those consum- ers on-the-go. As an added bonus, Modern Milk will enable students to come closer to fulfi lling the Dairy Council’s recommendation for everyone to consume three servings of dairy per day. The new drink is encouraging consumers to start
thinking differently about milk as a snack and how they can build it into their daily diet. Simon Muschamp, Head of Marketing at Lake-
land Dairies, said: “We are very excited to launch Modern Milk to the student market after some great feedback from UK consumers. The objective is to offer university caterers and supporting teams a great-tasting range of products with sophisticated
fl avour combinations that would appeal to students against a backdrop of good health and nutrition. Essentially, this is a product that is not only deli- cious but also low in fat, low in added sugars and with natural fl avours and extra benefi ts.” After two years of consumer and industry research
and meticulous development of fl avours and brand- ing, Lakeland Dairies launched Modern Milk in March 2011. The marketing team and supporting agencies worked hard pre- and post-launch to create a brand that delighted consumers, while continuing to grow consumer awareness of the brand Modern Milk within the trade and national media. As part of this campaign, Lakeland Dairies devel- oped a hard-hitting marketing and PR plan over eight months, which resulted in Modern Milk’s Facebook ‘Likes’ trebling and the brand achieving widespread coverage across A-list national con- sumer, trade, and digital press on top of a hugely successful social media campaign. As a result of the branding and marketing push, which continually kept the needs of their customers at the forefront of their thinking, Lakeland Dairies successfully launched Modern Milk, their fi rst consumer prod- uct, and the company now has its sights set on the student market.
Milk Goes Modern!
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