Receive our newsletter – data, insights and analysis delivered to you
  1. News
February 12, 2015

Lactalis to launch Lactel breakfast drink in France

Lactalis will next month launch a breakfast drink, Milk'n Go, in France.

Lactalis will next month launch a breakfast drink, Milk'n Go, in France.

Milk'n Go, sold under the company's Lactel brand, will go on sale in major French supermarket chains from 2 March and be available in three flavours – raspberry, mango and chocolate-banana – and contain fruit and cereals.

Étienne Verdier, Lactel's director of sales development, said: "There has been a fall-off in basic milk consumption among young people and young adult couples, which reflects a general disaffection with the current product offering and this extends to breakfast cereals too. There is also a preference for flavoured milk drinks and for consumption in an 'as you go,' form," Verdier said.

"We feel we're … giving French consumers what they are looking for. The marketing pitch with this product is to point consumers towards a new way of consuming milk. To my knowlege, there is nothing on the French market today which is comparable to Milk'n Go."

However, Verdier would not drawn on what other breakfast drinks are on sale in France nor outline the scale of the category in the country.

While Lactalis has no plans at present to market Milk'n Go outside of France, Verdier revealed launching the product in other European countries remained an option in the mid term.

Content from our partners
GMP: The food sector’s golden rules (and how they will evolve)
Food fraud in the supply chain (and how to fix it)
VEGA level and pressure instrumentation for the food industry

Related Companies

Topics in this article: ,
NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. A weekly roundup of the latest news and analysis, sent every Friday. The industry's most comprehensive news and information delivered every other month.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy
SUBSCRIBED

THANK YOU