Marketing New Generation Dairy Drinks. Tonya C. Schoenfuss, PhD General Mills, Inc. Overview. Dairy Drink Background Yoplait Nouriche Example On The Horizon. Recent History. Dean’s Milk Chug in 1997 made milk more portable.
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Tonya C. Schoenfuss, PhD
General Mills, Inc.
“Milk Chug is the cool body fuel for on-the-go people. With its fun, resealable plastic bottle, Milk Chug is the perfect way to energize – everywhere you go!”
For the yogurt category
For soft drink companies
Dr. Pepper/Seven Up, Inc’s Raging CowTM
“Boring milk needed a kick in the shorts”
I’ll focus on smoothies
Stonyfield Farms Smoothie
Light & Fit Smoothies
Nouriche launched regionally in May 2002, national in 2003
Objective: Launch a drinkable meal that was:
Conveys both nourishment & richness
Difficult because of the vitamins and minerals
Needed to introduce consumers to the category
Needed to convey Noruiche’s meal-ness, taste, & convenienceNouriche Story: Challenges
Total (incl. Kids)
(fruit, flavor, multi-step process, packaging)