Nurishment boosts demand with new variant

Enco Products is attracting new consumers to Nurishment, the UK’s number one nutritionally enriched drink*, with the introduction of a new variant.

The new variant, Peanut, is the latest addition to the popular Nurishment Original range which currently includes six flavours, all served in the iconic ring-pull can.

“Nurishment has a loyal base of fans who have been clamouring for a new variant for some time – so of course we wanted to meet this demand,” says Nyree Chambers, Head of Marketing for Enco Products, part of the Grace Foods UK Group. “Peanut is a flavour which often crops up in consumer comments.

“The creamy, rich texture of Nurishment Original coupled with the popular peanut taste is a winning combination that we know both new and existing fans will love.”

Nurishment has a renowned track record of listening to consumers’ needs. In 2011, the brand relaunched its Nurishment Original Mango variant, a limited edition which was reintroduced as a permanent fixture due to popular demand.

The brand is currently enjoying great success, with more than 17 million packs of Nurishment Original being sold annually. Nurishment is the fastest growing impulse brand in the flavoured milk drink category**.

“As consumers’ lives become increasingly busy, demand is growing for functional beverages such as Nurishment, which supplies consumers with much of the day-to-day goodness they need including vitamins, minerals, calcium and protein,” says Chambers. “Now is the perfect time for retailers to stock up on this exciting new variant, which will attract new consumers to the fixture and remind brand loyalists why Nurishment is their number one when it comes to enriched milk drinks.”

Nurishment Original: Peanut has an RRP of £1.15.

* IRI Nutritionally Enriched Milk Drink Category – Unit Sales, Period: MAT 52w/e 7th July 2012

** Nielsen Impulse 52w/e 25th May 2012

Enco Products

www.nurishment.co.uk

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