Male-orientated beverage For Goodness Shakes organic VanillaBean will be launched this month in the UK by nutrition firm MyGoodness.

A GBP2m (US$3.93m) press and nationwide sampling campaign will support the launch in the country, the company said today (17 January).

The milkshake contains the same level of fibre as a bowl of porridge and has been billed by MyGoodness as the first organic impulse drink for men in the UK. It is packaged in a "masculine" generously sized bottle, the company said.

The beverage is the latest addition to the For Goodness Shakes range, which also includes BigBanana, GreatChocMalt and SuperBerry flavours.

MyGoodness marketing director Jeremy Martin said: "This is the first organic product to effectively target mainstream males in their impulse buying environment. For Goodness Shakes will be the first brand to position organic for its natural nutritional qualities for sport and health."

Stockists of For Goodness Shakes include Tesco, Sainsbury's, Asda, Co-op, Spar, Somerfield, BP, Total, Moto, Roadchef, David Lloyd and Greggs.