MD Foods is introducing the first branded UHT milk, which it claims tastes exactly like fresh milk. It plans to call the brand Tastes Like Fresh.
The Danish company has spent 2.8m over one year developing the technology to reproduce the taste of real milk in a long-life product.
It is understood to have hired agency BMP DDB to handle new product development on the account.
MD Foods marketing manager UK products Lisa Palillo says: “We have called it Tastes Like Fresh which, as you can see, is along the lines of I Can’t Believe Its Not Butter.”
Only semi-skimmed milk will be available. Palillo says the whole milk taste could not be imitated and that taste is not a priority for skimmed milk drinkers.
UHT accounts for 13 per cent of the milk market. Palillo says: “Traditionally it has been a grudge purchase for people who do not really like the taste.” She anticipates the brand will be worth 5.5m.
Tastes Like Fresh will go on trial in two retail chains at the end of April and, if successful, will be rolled out nationally two months later. The launch will be supported below the line with tastings at point of sale.
Last year, MD Foods was forced to pull its yogurt product Gaia from the UK because of poor sales, but recently sales of its Lurpack Spreadable have been so successful it has been obliged to stop TV advertising until it can increase production.