Growing numbers of consumers who lead life on the move are turning to the UK’s number one nutritionally enriched milk drink, Nurishment, to help sustain their busy lifestyles.

Nurishment commands a dominant 90 per cent share of the nutritionally enriched milk category.

New owners Grace Foods UK are determined to build on that position of strength, targeting the significant number of brand loyalists but also introducing the six-strong flavour range to a much wider audience.

Commercial Director George Phillips says Nurishment is one the very few drinks brands in the UK that provides a genuine ‘gap filler’, delivering instant satisfaction to consumers who lead active lifestyles.

“Nurishment meets the needs of many different types of people who need sustenance at various parts of the day. One of the brand’s inherent strengths is the fact that it has been trusted for generations and that it appeals to so many different consumer groups,” he says.

“The one thing they share is a need for a quick, convenient energy and nutrition boost to enable them to maintain their busy lifestyle.”

Part of Nurishment’s popularity and appeal is the fact it contains 100 per cent of the RDA of key vitamins, minerals and calcium. It’s also a great source of protein.

Currently available in 420g cans, the range comprises vanilla, strawberry, chocolate, banana, raspberry and cherry flavours.
During 2008 Grace Foods will be backing Nurishment with a wide-ranging brand development programme, introducing the market-leading milk drink to new consumers via extensive sampling, advertising and promotional activity.

“Modern day lifestyles ensure 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, enabling people to benefit from a great-tasting product range that is poised for continued expansion,” adds George Phillips.