The UK’s nutritionally enriched milk category is coming of age in 2010, thanks to market-leading Nurishment, which dominates the sector with a 90% share. Nurishment is embarking on a major promotional programme, taking the lead in driving existing consumers to buy more, and introducing new consumers to power-packed milk.
Nurishment was introduced here over 20 years ago and sold to the UK’s Caribbean community initially. In recent years the brand has seen a dramatic cross over into the UK mainstream audience and revealed considerable room for further growth, hence the move to a high level marketing campaign, as Enco Products’ Marketing Manager Nyree Chambers told The Grocery Trader.
Nurishment’s marketing blitz began this spring, coinciding with peak demand for the brand. National TV advertising, sampling, media promotions and trade support are all playing their part. Also in the mix are a new web site www.nurishment.co.uk and a far reaching social networking programme, attracting record numbers of consumers to the brand that delivers ‘milk with more.’
The brand’s biggest ever UK investment features TV ads with a footballer and his friends turning to Nurishment for the energy to score more. The ads ran in May on the Virgin channels Bravo, Virgin 1 and Dave, and pre-rollers on the Virgin Media website, and will be complemented in the last quarter with an outdoor campaign. A bus sides campaign also ran in May within the M25 and in other conurbations. Completing the communication, Nurishment is sampling at a host of events across the UK throughout the summer and running a social network programme on Facebook and Twitter.
The brand with the tick on the label certainly ticks all the boxes. Delivering on its claim as ‘the milk with more’, Nurishment Original offers a unique blend of vitamins and minerals at between 80% and 100% of these key nutrients’ RDA, and a high protein content of 21g per can.
Packed with calcium, vitamins and minerals, Nurishment is now available in two formats, Nurishment Original in cans and, for people on the move, Nurishment Extra in PET bottles. Recently launched Nurishment Extra is available in four flavours – chocolate, strawberry, vanilla and banana – in 310ml PET bottles. It’s enriched with a range of vitamins and minerals specially developed to deliver a nutritional boost and a pick-me-up for consumers who lead busy, on the move lifestyles.
In the past 20 years Nurishment has passed into the mainstream as a standby for anyone who leads an active, on the go lifestyle – in fact anyone in need of a pick me up.
Nutritionally enriched milk drinks as a category are growing 3% per annum, aided by Nurishment Extra’s success since its launch in November 2008. With Nurishment Extra now listed in Asda and Tesco, there’s clearly more in store from the ‘Milk with More’!
And it doesn’t stop there. Enco Products has a second cross over UK hit on its hands this year with its Encona Sauces range. The hot sauces’ growing popularity with mainstream food lovers here has spurred Enco’s decision to increase the investment behind Encona Sauces this year. National press advertising has started this summer, and the brand is teaming up with the 2010 series of English Heritage Picnic concerts as the sauce sponsor.
call 01707 322332 or visit www.nurishment .co.uk
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