Grace Foods UK is launching a no added sugar variant of vanilla-flavoured Nurishment Original, the vitamin enriched milk drink.
Nimal Amitirigala, GraceKennedy’s Global Category Manager, Beverages said: “The new category-boosting product (400g) launches with a £1 PMP and delivers the same great taste as best-selling regular Nurishment Original Vanilla, but with only the naturally occurring sugars from milk.
“We want to give Nurishment consumers more choice and variety. As in many other categories, flavoured milk drinkers want the option of both regular and no added or lower sugar products, without any compromise on taste.”
Suitable for vegetarians, Nurishment Original is the UK’s only enriched milk drink providing more than 80% of people’s recommended daily intake of 9 essential vitamins and 4 minerals, plus 20g of protein.
“New product development is key to driving the growth of the flavoured milk category and the introduction of no added sugar Nurishment Original Vanilla underlines our commitment to continued brand growth by offering consumers the choice which suits their individual lifestyle,” adds Amitirigala.
The new variant will benefit from a £1 million brand support plan for Nurishment this year. The ‘Built For Strength’ campaign will focus on the fact that Nurishment provides the goodness that keeps consumers going throughout the day.
Trade marketing support includes Nurishment’s biggest ever point of sale distribution drive in cash and carries and thousands of independent stores across the country, backed by an online competition for consumers who buy 4 cans the chance to win £100.