Shaken Udder launches on-the-go range
The UK milkshake brand, Shaken Udder, has launched a new ‘on-the-go’ ambient range.
Available in 330ml bottles to make them ideal for impulse purchases, they come three flavours: Chocolush, Vanillalicious and Strawberries & Cream. The ambient range aims to not compromise on taste, while avoiding the need for any preservatives.
Shaken Udder’s ambient shakes offer consumers a “luxurious” milkshake brand in the convenience sector. With eased restrictions and more people on-the-go, they provides an alternative for customers who would rather avoid unhealthy snacks like fizzy drinks. Often retailers in this sector have a lack of space for chilled drinks, but the new range does not require chilled storage.
The convenience store sector accounts for one-fifth of the total food retail market and is set to grow to £47.1B by 2024. During the pandemic, many customers migrated to local convenience stores as buying behaviours shifted. Offering highly-desirable, premium products is an effective way of encouraging consumers to keep coming back to local convenience stores and petrol forecourts as the economy continues to open back up.
A founder-led brand which originally launched at festivals in 2004, Shaken Udder saw achievement in the milkshake category in 2021, reaching more than 70% growth YOY. The brand is now worth around £20m in retail sales value.
Shaken Udder says their success is due to using quality ingredients, including real fruit and Belgian chocolate. The shakes are compliant with HFSS regulations and contain no preservatives, artificial colours or flavours.
The brand reports an 84% purchase intent among consumers who sample their premium shakes. Shaken Udder’s core range of chilled milkshakes come in five flavours: Chocolush!, Vanillalicious!, Strawberries & Clotted Cream, Top Banana and Salted Caramel.
Shaken Udder’s research revealed that over a quarter (28%) of Brits say they consider a milkshake the ultimate treat even above the likes of cake, ice cream and chocolate. The brand’s research also showed that 39% of milkshake purchases are spontaneous and 58% of people buy milkshakes as a snack making them an ideal ‘on-the-go’ sale.
Shaken Other is the brand’s dairy-free plant-based range of shakes which launched in July 2020. They contain ethically sourced coconut milk and are available in Strawberry and Chocolate in 330ml bottles. Vegan and vegetarian-friendly, they are for those who can’t drink dairy, choose not to or fancies a change.
Shaken Other dairy free shakes taste rich but have less than 5% added sugar and are under 200 calories. They contain B12 to support natural immunity and are high in calcium, Vitamin D and iodine.
Shaken Udder created the range in response to evolving customer preferences. In 2021, over a quarter of Brits (27%) surveyed said they are more likely to drink a shake if it’s made with cow’s milk alternatives.
The brand is committed to recyclability with all milkshakes going into gold caps over the coming weeks. Their PET bottles are fully recyclable. They have a strong sustainability ethos and only use ethically sourced milk. All of the electricity used in their offices is run off solar panels.
Shaken Udder began as a top-quality event-based brand in 2004 bringing milkshakes to festival goers. Founders, Andy and Jodie Howie, realised there was year-round demand for their shakes and by 2009 Shaken Udder was sold in Harvey Nichols. Waitrose, Harrods and Selfridges followed soon after.
Today the brand is sold in all major grocery retailers; wholesalers; schools; farm shops and cafes nationwide. The range continues to expand and includes kids’ cartons, vegan-friendly dairy-free shakes, 750ml share bottles and new flavours such as Salted Caramel.
