Nurishment brings new spark to the functional drinks category

Enco Products is building on the success of Nurishment, the UK’s number one nutritionally enriched drink*, with a new drink specially formulated to help active consumers ‘get back their spark’.

Nurishment active is a low-fat, high-protein milk drink, enriched with a unique blend of 22 vitamins and minerals.

“Nurishment active is specially formulated for consumers with active bodies and minds,” says Nyree Chambers, Head of Marketing for Enco Products. “With 35g of protein per pack and a unique blend of 22 vitamins and minerals, this milk drink is ideal for before or after exercise or any kind of physical activity.

“With growing interest in the use of milk as an aid to sports activities, milk-based drinks are becoming even more appealing to active consumers. And with consumers’ interest in general wellbeing at a high, now is the perfect time for retailers to stock up on drinks such as Nurishment active which will drive sales in the functional milk drinks category.”

The launch will build on the success of Nurishment Original, which sees sales of more than 17 million packs annually and has over 25 years of proven sales and market performance. Nurishment is the fastest growing impulse brand in the flavoured milk drink category** which is expected to grow YOY as more added value products enter the market.

“Consumers have been looking to added value brands like Nurishment for years to provide them with some of their essential nutrition,” says Chambers. “Launching from this strong foundation, Nurishment active will appeal to a more targeted sector of consumers: those who are specifically seeking a product to help give them the edge when it comes to physical activity.”

Nurishment active, available in Vanilla, Strawberry and Chocolate flavours, is served in a convenient PET pack (RRP £1.99).

The launch will be supported with above the line activity including national TV advertising.

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

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

Nurishment

www.nurishmentactive.co.uk

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