UK: £1 million behind UK Dairy drink launch

By Sarah Diston | 26 July 2000

A leading UK dairy has unveiled the first of a number of high profile product launches with a £1m plus advertising and promotional campaign.

Crème Jus, a combination of cream and fruit juice has just been launched in UK supermarkets and convenience stores by Lancashire Dairies. Company spokesman Steve Bradley said that so far, "the response has been positive".

Claiming Crème Jus to be 98% fat free and rich in Vitamin E, sales and marketing director for Lancashire Dairies David Girdler said: "The product is aimed primarily at a female audience and is a real feel good indulgence but without the guilt factor."

He continued: "There are a lot of changes afoot at Lancashire Dairies and we have some very exciting plans in the pipeline for the summer which we will reveal over the coming months."

Crème Jus is available in two flavours, Strawberry & Kiwi and Manderin. The drinks come in 310ml tetrapacks with an RSP of £0.99.

Sarah Diston