The Publication For The Grocery Trade

Nestlé's New Brand boost from Caribbean

Nestlé is set to launch its successful Caribbean brand, Supligen, into the UK market. The thick and creamy flavoured milk drink is designed to nutritionally 'boost you up' and fill the hunger gap. Supligen is the leading brand in the Caribbean with 85% market share, and is one of the many Nestle products consumed by AfroCaribbeans in the UK including Milo, Cerelac and Carnation Evaporated & Condensed milk. The brand's UK launch will be supported with a £750k through-the-line campaign that will specifically reach the core Afro-Caribbean consumer with radio promotions, street sampling, a model search and Notting Hill Carnival sponsorship. The campaign goes beyond traditional media to interact with the target groups and bring the brand to life. Anna Maginness, Supligen Brand Manager added: "The fortified flavoured milk category is wellknown with the Afro-Caribbean audience. We have recognised the business opportunity for the brand and know the target audience is very influential on the wider youth culture. We will be using key touch points like music, Carnival and sport to engage with them and spread the message. Our aim is to translate Supligenπs position as the Caribbeanπs Number 1 into the UK market place." It will initially be available in two flavours - Vanilla and Peanut - sold in 400g cans, RRP £0.99. Peanut Supligen will be the only fortified milk brand in the UK with a Peanut flavour. Supligen will be sold through grocers, wholesalers, cash & carries and independent retailers across the UK. For sales information, contact Nestlé Consumer Services on 0800 00 00 30