The US soft drinks division of Cadbury Schweppes, Dr Pepper/7 Up, is planning to launch a line of milk drinks, in an effort to reach young adult drinkers, according to press reports today.

It is thought the company will reveal today that it will launch a milk beverage with flavours such as chocolate caramel and pina colada under the brand name Raging Cow.

Having begun researching the category a year and a half ago, the company believes consumers found the milk market unexciting and so begun testing different flavoured milks.

Five flavours are apparently in the offing from berry to chocolate. Flavours such as apple cinnamon were also tested, but Dr Pepper/7 Up found that people tended to gravitate close to chocolate.

Texas and the Mid West have been earmarked as the first launch markets, with a national roll out in mid to late 2004.

Bottled by Jasper Products of Joplin, Raging Cow will carry a suggested retail price of US$1.49.

A marketing budget for the new drinks was not revealed.