
29 Sep 2016 US: Nestle launches protein-packed Nesquik choc milk for ‘kidults’
A more specific target demographic for the high-protein flavoured milk is “casual athletes” or “average, not-necessarily-buff guys who get a kick out of acting like teens in their leisure time” and play sports like pool basketball, frisbee and wiffle ball, according to a news release.
Available in two flavours—chocolate and vanilla—Nesquik Protein Plus contains 23 grams of protein in each 14-ounce bottle. It is made with real milk from cows not treated with the added growth hormone rBST and contains 28% less sugar than the leading protein-enhanced flavoured milk.
Better-for-you beverages, such as protein-enhanced drinks, bottled water and sports drinks—have seen a 24.5% increase in dollar sales and 28.2% increase in unit sales in convenience stores in the 52-week period ending mid-June 2016, according to data researcher IRI, Chicago.
FoodDive insights:
When manufacturers want to open up a product or brand typically positioned for children, they can align the product with a health trend that resonates with adult consumers today.
In this case, protein beverages are posting huge growth in sales and demand, both among athletic consumers but also generally active and health-conscious consumers.
Manufacturers realise that the millennial generation doesn’t always feel like “adulting”, hence the many efforts to establish a nostalgic feeling toward soda, candy and cereal products they consumed in their youth.
Brands have capitalised on this feeling of nostalgia toward typically kid-facing products and categories, and Nesquik’s new product and campaign embrace another angle of this strategy.
This product also represents another way for the milk industry to stage a comeback. Demand has fallen in recent years, and a surplus has caused milk prices to plunge.
That has been a bust for top-line growth among dairy companies like Dean Foods. But value-added and flavoured milks are two strategies milk producers can harness to attract consumers of all ages back to this beverage category.
See an ad for the product here:
Source: FoodDive.com