Most people can easily remember growing up withgot milk? ads everywhere — the ad campaign came out in 1993 and spread like, well, spilled milk.
What started as the California Milk Processor Board’s attempt to combat declining milk sales from the past three and a half decades became a nationally recognized brand with more than 90 percent brand awareness in the United States. It’s up there with Nike and McDonald’s as one of the top ten best ad campaigns ever created.
But in those days, soft drinks, orange juice, and milk were essentially all that was on the market. Today, juice comes in every color of the rainbow and dairy milk isn’t the only milk you’ll find in the refrigerated section.
With new competition vying for consumer attention, got milk? was due for a revamp. So, in 2013, the Board appointed Beanstalk as got milk?’s exclusive brand extension agency to expand the got milk? name through licensees aligned with the brand’s efforts to promote milk.
In November, agreements with Diversified Flavor, Melville Candy Co., and Got Snacks? were announced.
“This is like a coming out party for the got milk? licensees,” says W. Stephen James, executive director, California Milk Processor Board. “We are thrilled to share the newest offerings with attendees at the Sweets & Snacks Expo and to have the opportunity to sample the delicious and innovative products our licensees have created.”
Alison Soley, Candy Industry Magazine’s Editorial intern, got the chance to see —and sample — what these licensees are bringing to the milk-deprived tables of America while attending the Expo.
And they’re definitely something to celebrate. All the products are designed to increase milk consumption and are marketed mainly to moms and families with children. But, in reality, milk is for everyone, so their products are largely diversified to fit a variety of lifestyles.
Here’s a look at the sweet new products:
Available in two sizes, large and mini (1.62 fl. oz.) bottles, Diversified Flavor’s milk infusers offer a fun twist on milk and include chocolate, strawberry, cotton candy, cookies and cream, orange cream, and maple brown sugar. They are all-natural, low in sugar, and contain no preservatives and no artificial colors or flavors. The line also includes flavored milk straws and powdered flavor enhancers.
Caffeinated infusers turn a glass of milk into an instant coffee treat and include caramel macchiato, chai spice latte, and vanilla latte.
This new line of cookies, granolas, wafer swirls, and snack bars pair perfectly with milk.
They include healthy ingredients like omega-3s, Greek yogurt, chia seeds, quinoa, and others. Many products are organic, non GMO, gluten free, and/or vegan, so there’s something for everyone.
Got Snacks? are currently available at ShopRite, Travel Centers of America, Sam’s Club Puerto Rico, Bozzuto’s, Shopper’s World, and Ross.
Melville Candy Co.’s hot cocoa flavoring spoons
These amazing hot cocoa flavoring spoons turn a warm cup of milk into a hot chocolate treat.
Handmade in the United States, these spoons are all-natural, preservative-free, with no artificial colors or flavors. They come in salted caramel and milk chocolate, mini marshmallow and milk chocolate, and peppermint and dark chocolate.
These seasonal flavoring spoons were available at Walmart locations across the country during the 2014 holiday season, where they did well.
According to James, America has undergone lifestyle changes, where at-home meals are a rarity and on-the-go items are in hot demand. They are “trying to keep milk relevant,” James says.
James’ personal favorite among the products is the blueberry granola.
While at the booth, it was easy to hear fellow Expo-attendees exclaim, “Hey look! It’s got milk?!”
Sounds like this brand still runs strong.