Aimia Foods is preparing to launch a Milky Way branded milkshake, produced under licence, in the UK.

"The milkshake is aimed at kids and parents. It can be drunk hot or cold and is a great way to get children to drink milk," a spokesperson for the company told just-food today (22 May).

The powdered chocolate milkshake is free from artificial flavours, colours and preservatives.

Aimia said that research it had undertaken showed consumers viewed powdered milkshakes as "somewhat staid", with low levels of innovation. This, the company suggested, highlighted the opportunity to generate excitement offered by innovation in the sector.

The powdered milkshake market is worth over GBP20m (US$39.6m) and is enjoying year-on-year growth of 6%.

The company told just-food that the milkshake will appear on Tesco shelves on 11 August. Aimia is also in discussions with Asda, Sainsbury's and Morrisons with a view to expanding distribution.

The Tesco launch will be supported by nationwide in-store sampling, PR and retailer specific promotions.