Amia Foods is launching a Milky Way powdered milkshake this summer.
The chocolate-flavoured drink, made under licence by Amia Foods, is designed to build on the strength and heritage of the Milky Way brand, which at £49m is showing annual growth of 13.3%.
The company says it wants to capitalise on the £20m powdered milkshake market, which is growing at 6% per year.
The product is packaged in a 240g jar, which has been designed for ease of handling. It is being targeted at mums who want to increase their children’s milk consumption.
The launch is being supported by nationwide in-store sampling, PR and retailer specific promotions.