Waitrose shakes up the chiller fixture

shakenudderThe arrival of Shaken Udder in Waitrose in June ’09 will provide the fruit flavoured froth to an already fantastic year for premium milkshake founders, Jodie and Howie. Their new breed of milkshake only got its first taste of major retail success last August when Harvey Nichols kindly invited the four-strong range of ‘real ingredient’ shakes up to London to show them the bright lights (in their chiller cabinets).

It’s been clear for some while now that the flavoured milk fixture is long overdue for a real shake up. Too much of the £38m category is dominated by the major dairies’ rather lack-lustre, kiddy-positioned propositions that have historically relied far too heavily on cartoon licences and an ever-changing portfolio of curious synthetic flavours to get themselves noticed.

With bottled waters and chilled smoothies both facing significant credit crunch turbulence (-28%) and even the once steadfast Innocent deciding to disband its thickies portfolio and jump into bed with Coca Cola, perhaps the time’s finally right for a truly independent, top-notch milk-based drinks range to enjoy some of the limelight.

Shaken Udder’s enviable success stems from the fact that, unlike many of their mainstream competitors whose paymasters have so many other dairy categories to worry about, Shaken Udder is a very single-minded milk shake specialist. A one trick cow if you like, that has spent the last five years on the music festival circuit homing its adult-orientated milkshake skills to create an authentic range of fresh real ingredient-based shakes with far-reaching family appeal.

Whilst there’s little doubt that Shaken Udder will quickly acquire a fervent youth following, the real focus of the range is adults and parents looking to pander to the ‘inner child’ within them, by cleverly combining a classy yet light-hearted look with wholesome ‘real deal’ ingredients.

By deliberately avoiding any inclination to dabble in artificial colourings, flavours or preservatives, Shaken Udder believes it has the fine food credentials to bring some much needed enthusiasm to a frequently undervalued dairy industry.

With Fortnum & Mason, Harrods, Wholefoods, Selfridges, key Co-op stores and a growing gaggle of discerning delis, farmshops and free-thinking independents already championing the Shaken Udder portfolio, there’s finally a real belief that both the major mults and independents can benefit from the long overdue arrival of fine upstanding milkshakes with a proven pedigree.

Visit www.shakenudder.co.uk for further details. Trade Enquiries: 01621 868710