Novartis Consumer Health UK, which produces the hot drink Ovaltine, is making its first venture into ready-to-drink flavoured milks.
The new product, called Ovaltine Power Malted Milkshake, is a spin-off of the brand variant Ovaltine Power, which is an instant hot chocolate drink aimed at children aged five to 12.
The drink is reinforced with vitamins and minerals and is due to launch next week. It will come in chocolate, strawberry and banana flavours, priced at 49p for a 250ml plastic bottle with a screw top.
An industry source says: “Novartis has recognised the flavoured milk category is in good shape with such brands as Frijj and Gulp!”
Novartis Consumer Health UK has about 30 per cent of the add water instants sector, which is worth about 74m. Ovaltine Power was launched in July 1997. It was designed to make hot milk more palatable for children.
Novartis spent 4.4m on advertising Ovaltine Chocolate Options and Ovaltine Power during the year ending September 1998, according to ACNielsen-MEAL.