GERMANY – Campina has launched a new dairy-based breakfast product in an attempt to recapture some of the breakfast market.

Called Nutristart, the drink consists of milk, cereals, fruit and additives including inulin and calcium aimed at boosting health. Campina has dubbed the Nutristart a ‘drink breakfast’ and hopes that it will completely replace conventional breakfasts.

Commenting on the product, Campina research and development manager Michael Erdl said: “We have based our work on current nutritional recommendations for complete diets. NutriStart reflects the full nutritional value of a balanced conventional breakfast.” Campina claims that energy content per 300ml bottle is 300 kcal, with one third of daily vitamin requirements and major proportion of calcium requirements covered.

NutriStart is sold in PE screw top bottles in banana and apple, strawberry and kiwi and orange and grapefruit flavours. The bottles are expected to retail at between