Protein Milk hits the shelves

Maximus Protein Milk from Frucor Beverages

Frucor Beverages has announced its newest product as part of the Maximus range: Maximus Protein Milk.

The protein milk offers a huge 40 grams of casein and whey protein in each serve, and as the campaign slogan says, it ‘Gives You More’.

The Maximus brand launched in 2013 and was created in conjunction with Saltmine Design Group, in an attempt to make a mark on the Isotonic Sports Drink Category with its 1 litre offering.

According to IRI MarketEdge MAT 20/11/16, the milk nutrition category in Australia has doubled in the past six years, encouraging the Maximus brand to launch their newest offering and take a stake of the market.

Saltmine created the bottle structure to reflect the core range bottle shape as part of the key challenge for a design that would remain consistent with the visual identity of the brand.

“Broad shoulders, a narrower girth and a rib-like grip mimics the male form.”

Frucor Beverages senior brand manager Christine Dasey said the new bottle structure and identity gives Maximus a distinctive offering.

“Within our BP and Caltex test market, Maximus Milk was driving 53% of category growth** so we know we’ve got a solid product offering for our national launch,” she said.

Through a media campaign to promote the new product, the protein milk was advertised with headlines such as “If Steak Was a Drink” and “Hunger Buster”.

Maximus Protein Milk comes in three great-tasting flavours; Chocolate, Vanilla and Coffee, and is available in P&C and Route stores nationally.

** Aztec Scan Nov 16.


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