Growing numbers of people who live life on the move are drinking Nurishment, market-leader in the UK’s £20 million nutritionally enriched milk category, as a regular gap fill to help maintain their busy lifestyles.

Nurishment dominates the nutritionally enriched milk category with a 90 per cent market share (source: IRI 52 w/e January 26 2008).

Much of the brand’s popularity and appeal is due to the fact that it contains 100 per cent of people’s RDA (recommended daily amount) of key vitamins, minerals and calcium. It’s also a great source of protein.

Brand owner Enco Foods Limited, a subsidiary of Grace Foods UK, is determined to build on that position of strength. The company will continue to target brand loyalists, but also plans to introduce Nurishment to a much broader audience this summer via a national sampling, advertising and PR campaign.

Enco Foods’ Commercial Director George Phillips says Nurishment is one the few drinks brands in the UK that provides a genuine ‘gap fill’, delivering instant satisfaction to men and women who lead busy, active lifestyles.

“Nurishment meets the needs of many different types of people who need sustenance during the day or night. One of the brand’s great strengths is that it has a tremendously loyal, well-established consumer base. This provides a strong platform from which the brand can be extended into new markets,” he comments.

“The common denominator among existing and new consumers will be the need for a quick, convenient energy and nutrition boost to enable them to maintain their busy lifestyles, which Nurishment delivers,” adds George Phillips.

The Nurishment range currently comprises vanilla, strawberry, chocolate, banana, raspberry and cherry flavours.

“Modern day lifestyles mean that increasing numbers of people need anytime, anywhere, energy boosts. We’ll be working with our retail partners to ensure that Nurishment is even more accessible and widely available, enabling people to benefit from a great-tasting, nutritious product range that is poised for continued expansion.”