Launching in a 500g bottle, Wing-Co is a chocolate-flavoured milk drink containing 40% more protein than most other chocolate milks.
It is expected that Wing-Co will play a major role in the company’s long-term goal to drive the dairy drinks category to a retail sales value of £270m by 2017.
Through extensive consumer research, Arla has identified a group of men that are currently under-served by existing dairy drinks and have named them ‘balanced blokes’ (typically men in their 30s and 40s that live credit/debit lifestyles).
Further research revealed that this group wanted a way to beat hunger without turning to a chocolate bar or packet of crisps.
Source: Arla Foods
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