Nestlé to target UK youth market with Caribbean nutritional drink

Nestlé is launching its Caribbean branded flavoured milk drink Supligen in the UK market.

The thick, creamy "on the go" milk drink is marketed as a nutritional supplement and is the leading brand in the Caribbean with an 85% market share.

According to the Supligen brand team, the fortified flavoured milk category is well-known with UK Afro-Caribbean consumers and it hopes Supligen’s position as the Caribbean’s number one will play well with the UK youth market.

Supligen will initially be available in two flavours – vanilla and peanut – sold in 400g cans that will retail at 99p.

Sainsbury’s has already agreed to stock Supligen while deals are being finalised with other major grocers, wholesalers and independent retailers.

The launch will be supported with a £750,000 through-the-line campaign designed specifically to reach the core Afro-Caribbean consumer with radio promotions, street sampling and carnival sponsorship.

Supligen brand manager Anna Maginness says/ "We have recognised the business opportunity for the brand and know the target audience is very influential on the wider youth culture. We will be using key touch points like music, carnival and sport to spread the message."

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