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May 30, 2013

UK: Adams Foods takes Mu cheese brand into milkshakes

Adams Foods has moved its Mu cheese brand into the milkshake category with a launch in Tesco.

By Dean Best

Adams Foods has moved its Mu cheese brand into the milkshake category.

The UK consumer arm of The Irish Dairy Board is selling Mu milkshake in three flavours – banana, chocolate and strawberry – at Tesco stores.

Rebecca Worthington, senior brand manager for Mu, said the company was “very excited” to launch another product under the brand.

Austrian dairy Nom Dairy is producing the milkshakes under licence for Adams Foods. 

Mu cheese was launched in 2011 and is sold through Tesco. Data provided by Adams Foods said the brand generated sales of GBP7.4m in the 52 weeks to 30 March.

Last week, Dairy Crest told just-food it planned to launch more flavours of Frijj milkshake this year.

Earlier this year, Arla Foods launched its first flavoured milk in the UK under the Wing-Co brand.

Click here for more just-food’s interview with Dairy Crest CEO Mark Allen in which he indicated the company’s plans for its Frijj brand.

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