Enco Products Limited is building upon the outstanding success of Dunn’s River Nurishment, already the UK’s clear number one nutritionally enriched milk drink*, by introducing a brand new range and pack format. Available now in four delicious flavours – chocolate, strawberry, vanilla and banana – in 310ml re-sealable PET bottles, developed specially for consumption on the go.
New Nurishment Extra is enriched with a range of vitamins and minerals specially developed to deliver a nutritional boost and a pick-me-up for consumers who lead busy, active lifestyles – either at home or at work.
Market-leading Nurishment Original, which accounts for over 95% per cent of the UK’s £21 million* nutritionally enriched milk category, features a smart updated livery and remains available from all good retailers and Cash & Carry/Wholesale outlets nationwide.
George Phillips, Enco Products Limited’s Commercial Director, says new Nurishment Extra, ideally served from the chiller cabinet, is a deliciously convenient, nutritious and satisfying way for people to enjoy many of the essential vitamins and minerals lacking in other food and drinks.
“The unique combination of vitamins and minerals in new Nurishment Extra sets it apart from competitive products and, in particular, the growing number of flavoured milk drinks. New Nurishment Extra allows us to deliver the nutritional benefits of Nurishment to more consumers than ever before, while enabling a still wider trade audience to benefit from the profit potential offered by this market-leading brand”, he comments.
A £5 million** marketing support programme has been earmarked for both new Nurishment Extra and Nurishment Original during 2009.
New Nurishment Extra will be packed in branded shelf-ready trays of 12 bottles with an RSP of 99p.
* Source: IRI 52, 4th October 08
** National equivalent