Grace Foods UK is launching a no-added-sugar version of its Nurishment Original drink.
The brand is the number one vitamin-enriched milk drink in the UK (IRI, January 2018) and the launch of the new vanilla-flavoured variant is being supported by a £1 million marketing campaign.
The ‘Built For Strength’ initiative will run throughout 2018 and will be accompanied by Nurishment’s biggest ever POS distribution drive, reaching independent retailers across the country.
The campaign will also be backed by an online competition giving consumers who buy four Nurishment cans the chance to win £100.
Nimal Amitirigala, global category manager for Grace Foods UK 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.”
Nurishment Original provides consumers with more than 80% of their recommended daily intake of nine essential vitamins and four minerals. It is also suitabel for vegetarians and each drink contains 20g of protein.
The no added sugar Nurishment Original drink (rrp £1) is available now.