Premium milkshake brand, Shaken Udder, now the second largest milkshake brand in the UK1, has launched a new range of tasty Protein Milkshakes. The shakes contain 20g of protein, are available in chocolate and strawberry flavours, and will initially launch in Sainsbury’s on 10th April. They are made with top-quality ingredients including Belgian chocolate and real strawberries.
The British brand spotted an opportunity to use their expertise in real ingredients to bring an everyday protein milkshake to the market that tastes incredible and contains no artificial colours, flavours or sweeteners. The new shakes are ambient, making them an ideal choice for convenience as well as grocery multiples.
A recent food and drink study2 showed that a third of people look for foods which are high in protein and 12% of people have actually changed their diet over the past year to consume more protein. In addition to this, the UK protein market is set to grow by nearly 30% in the next 5 years3.
Shaken Udder Co-Founder, Andrew Howie, said: “We identified a clear need for a mainstream protein brand within the milkshake category that still delivers exceptional taste. Our target shoppers aren’t focused on functional gains but they are seeking a nutritious treat with a boost of protein”
Shaken Udder will celebrate its 20th anniversary later this year. The brand has seen phenomenal success over the last two decades and is now worth £30.2m in retail sales value growing ahead of the category at +25.5% year-on-year1
Jo Abram, Marketing Director of Shaken Udder, said: “Our new range of protein shakes will meet the needs of consumers looking for delicious flavour and real ingredients, with a 20g protein hit. A recent study we conducted4 shows that 70% of consumers recognise us for our ‘good quality ingredients’ and over 60% for our ‘premium’ shakes.”
After last year’s packaging redesign and 360° brand awareness campaign, Shaken Udder achieved record market share of 10.6% (up 1.5ppts YOY)5. Their latest category innovation is supported by continued investment in social media, digital marketing, retailer activation and sampling.
1Nielsen Discover | Total Coverage | Sales Value | 52 w/e 23/03/24
2Waitrose Food and Drink Report 2023-24
3Mordor Intelligence Industry Report
4Brand Health Survey, Toluna, February 2024.
5Nielsen Discover | Total Coverage | Rolling Share by Brand | 52 w/e 23/03/24
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