Crediton Dairy’s Moo, the No1 branded flavoured milk drink in the 1 litre take home (sharing) sector, is set to grow further with the launch of:

  • A new recipe formulation – reducing the amount of added granulated white sugar in Moo by 30%
  • New Moo Limited Editions – featuring seasonal flavours to drive sales and attract new customers to the category

Moo reduces added sugar ‘without compromise’

From next week, a new recipe formulation will be introduced across the entire Moo range of flavoured milks reducing the amount of added granulated white sugar in them by 30%.  Based on the volumes sold in 2015 this equates to the removal of 108 tonnes of granulated white sugar from Moo or put another way 27 million teaspoons of sugar*.

Nick Bartlett, Crediton Dairy’s Head of Sales & Marketing said, “Our goal was to remove the greatest amount of added sugar without compromising the taste or sweetness of Moo and we think we have achieved this.

“Importantly, our ‘no compromise’ approach has also included a determination not to resort to the use of artificial sweeteners to reduce the added sugar content as others in the market have done.  As such, we have achieved out initial goal of a 30% reduction in sugar through altering the recipe and using a new kind of natural flavouring to help enhance the sweetness.  The result is a great tasting, reduced sugar, flavoured milk which will also appeal to the growing number of consumers who are looking for cleaner and more natural foods**.

“This is just the first step in sugar reduction for Crediton, we will be continually looking at ways that we can reduce the sugar further in both our Moo and other branded and own-label flavoured milks to provide healthier but at the same time still great tasting options for our customers and their consumers.

Launch of Moo Limited Editions

Also from next week, the Moo range will be enhanced with the launch of Moo Limited Editions.   Initially available in the one litre pack size, the first Limited Edition will be a Vanilla flavour ideally suited to the Summer season. This will be followed up with a Caramel flavour for the Autumn.

Nick Bartlett, Crediton Dairy’s Head of Sales & Marketing said, “Our new Limited Editions with their great tasting, distinctive flavours and very funky, stand-out pack designs we believe will drive further interest in the flavoured milks category and bring in new and potentially older consumers.

“We are working on the development of a bank of original flavours and eye-catching pack designs which can be swapped in and out on a seasonal basis.  They will complement our existing best-selling range of core flavours namely Chocolate, Strawberry and Banana and we believe bring greater excitement and choice to the milk drinks fixture.”

The new Moo Limited Editions will all have a similar sugar level to the new reduced recipes of Moo’s core flavours.