Arla Foods hopes to grow its share of the dairy drinks category with men’s milk beverage Wing-Co.

The firm’s research shows that men in their 30s and 40s are being under-served by existing dairy drinks and that they are looking for a way to combat hunger without turning to chocolate or crisps. Led by a series of press and outdoor ads that will break in early June, the 500g chocolate milk drink will be supported by a fully integrated £2m marketing campaign that includes shopper marketing and digital activity, plus a partnership with men’s magazine Shortlist. Arla is aiming to drive the dairy drinks category to a retail sales value of £270m by 2017.

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