Grace Foods UK is launching a no added sugar variant of vanilla-flavoured Nurishment Original, the vitamin enriched milk drink.

Nimal Amitirigala, GraceKennedy’s global category manager, beverages, said: “The new category-boosting product launches with a £1 PMP and delivers the same great taste as best-selling regular Nurishment Original Vanilla, but with only the naturally occurring sugars from milk.

“We want to give Nurishment consumers more choice and variety. As in many other categories, flavoured milk drinkers want the option of both regular and no added or lower sugar products, without any compromise on taste.

“New product development is key to driving the growth of the flavoured milk category and the introduction of no added sugar Nurishment Original Vanilla underlines our commitment to continued brand growth by offering consumers the choice which suits their individual lifestyle.”

The new variant will benefit from a £1m brand support plan for Nurishment this year. The Built For Strength campaign will focus on the fact that Nurishment provides the goodness that keeps consumers going throughout the day.

Trade marketing support includes Nurishment’s biggest ever point of sale distribution drive in cash and carries and thousands of independent stores across the country, backed by an online competition offering consumers who buy four cans the chance to win £100.