Superheroes to front milk drink brand

A new low-fat flavoured milk drink range called Slammers is set for a &£1m launch on the back of the success of The Fantastic Four movie.

Packaged in 250ml cartons designed for school lunchboxes, Slammers are made from UHT vitamin-enriched milk and have a nine-month shelf life. They will retail at about 59p each.

The range comprises Amazing Chocolate, Cosmic Strawberry and Xtreme Banana in colourful packaging featuring Marvel Comics superheroes Spider-Man, The Thing and Wolverine.

Slammers are an award-winning brand in the US where the drinks are produced by Florida-based Bravo! Foods International. It has appointed Drinks Brokers to handle UK sales and marketing exclusively.

Drinks Brokers is putting &£1m behind marketing the product with nationwide sampling in supermarkets as well as point-of-purchase material and in-store events. But Drinks Brokers director David Diggens says: “We want Slammers to get noticed by mums and their kids. Slammers are now on shelves in Sainsbury’s, Tesco and Somerfield and will be on sale in Asda and Co-op by September. Morrisons is likely to follow.

“There may be more advertising next year but we are currently benefiting indirectly from the huge figures Marvel is investing in The Fantastic Four.”