A new organic drink for men is being launched in the UK this month.
For Goodness Shakes! VanillaBean is a men’s milkshake that has been created by independent soft drinks manufacturer MyGoodness. The company claims the drink contains the same level of fibre as a bowl of porridge, and will position the product as a snack for breakfast, lunch or after sport.
For Goodness Shakes! VanillaBean contains 100% organic ingredients including natural bourbon vanilla and vanilla pod seeds, making it a premium organic product, according to its maker.
The product is endorsed by England rugby player Pat Sanderson, who says: "Training and playing rugby takes a lot out of you and my diet is a core part of match preparation. I eat as naturally as possible so I like the fact this milkshake is organic. It’s perfect first thing in the morning or straight after a strenuous training session."
MyGoodness marketing director Jeremy Martin adds: "This is the first organic product to effectively target mainstream males in their impulse buying environment."
MyGoodness has a £2m press and nationwide sampling campaign planned to support the UK launch of For Goodness Shakes!
Stockists of the drink include Tesco, Sainsbury’s, Asda and the Co-op, and it costs £1.39.