France: Lactel launches milk drink targeted at young adults

Lactel, a French producer of milk and other dairy products, has announced the launch of Milk’n Go, a new dairy drink targeting the young adult market.

A blend of dairy ingredients, fruit puree and cereals, the product is designed as a snack or as on-the-go breakfast alternative, according to a report in LSA.

Commenting on the launch, Etienne Verdier, Lactel sales director, said: "To kick start growth, it's up to us, as the market leader, to find new ways of consuming milk. The creation of a new flavoured segment targeting adults is one way of doing this".

"We are not focusing on virtuous health claims", he added. "The idea is to offer a quality product that is nutritious and practical, and which can be consumed outside of the home".

Lactel Milk'n Go is available in Raspberry, Mango and Chocolate & Banana flavours and goes on sale in 275ml bottles priced at €0.99 ($1.13).

Source: LSA