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Milk-based energy drink launched

29-Apr-2003

A milk-based energy drink to challenge market leader Red Bull has been launched in the USA. Mad Cow, manufactured by New Jersey-based LiquidBillboards is set to retail for about half the price of a Red Bull can, which has proved to be a runaway success in bars and convenience stores.

What makes Mad Cow so innovative is the fact that it is made from milk serum. This is the transparent liquid that remains after all the proteins and fats have been removed from milk. Milk serum therefore contains all the valuable constituents of milk without protein and fat.

 

There is also no cholesterol and no taste to milk serum, making it the ideal base for an energy drink. The product also contains vitamins B2, B6, B12, Niacin, Ca-Pantotheanate, Caffeine and Taurine.

 

Unlike the Red Bull Company, which has spent millions of dollars on advertising, Mad Cow is adopting a grass roots ad campaign that includes flyers, club promotions and a PR campaign targeting thedairy market.

 

Liquid Billboards also offers an isotonic sports drink that is non stimulating and is ideal for gyms, sports facilities and kid-friendly marketing along with complete line of private label bottled waters andnutrition energy bars.

 

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