'Still room' for indulgence in flavored milk category, says Mr Sherick’s chief

By Mark ASTLEY contact

- Last updated on GMT

'Still room' for indulgence in flavored milk category: Mr Sherick’s

Related tags: Milk, Chocolate milk, Chocolate

Despite becoming “a bit of an elephant in the room”, indulgence still plays a large part in decision-making processes at retail level, the creator of new British milkshake brand, Mr Sherick's, has claimed.

Speaking with DairyReporter.com, the creator and managing director of Mr Sherick’s, Andrew Sherick, said that despite the growing number of healthy, protein-enriched dairy drinks entering the market, indulgence is still a key driver of sales within the flavored milk category.

“There are two main reasons why consumers buy milkshakes,”​ said Sherick. “The first is for a treat, and second is for protein.”

“Health is hugely important, but you’ll find that the fastest growing area in fast moving consumer goods is indulgence. Above all we all like a treat, but at the moment everyone seems to be focused on healthy milkshakes.”

“Indulgence is a bit of an elephant in the room at the moment. But there is still room for indulgent milkshakes,” ​he said.

“I mean, I can’t be the only person who likes an indulgent milkshake.”

Excitement and decadence

Sherick, who worked as a buyer at British retailer Marks & Spencer for 22 years, has spent the last four years developing the Mr Sherick’s brand.

The range, which was launched at high-end British department store Selfridges two weeks ago, includes five flavors - Pot au Choc, Strawberry Pavlova, Softly Banoffee, A Hint of Mint, and Cookies & Cream.

Through the developments, Sherick and his support team hope to insert “some excitement and decadence into the adult soft drinks market.”

“I have always been disappointed by the milkshakes on offer in most retail stores,” ​said Sherick. “They are always based around high-protein content or made for children and teenagers.”

“I am always on the lookout for treat that is sweet and hits the spot. Buying a health milk-based drink is not necessarily something that we look forward to. I wouldn't buy a protein-enriched milkshake for a treat.”

“These healthy products generally do not meet the treat requirements of a milkshake.”

mr shericks

Dessert-style flavours

The dessert-style flavors that make up the range were inspired by traditional options such as chocolate, strawberry, banana and vanilla – but “just taken that little bit further.”

“The products are made using just fresh milk and real food inclusions, real food ingredients, to make it that extra bit indulgent,”​ said Sherick.

For example, Mr Sherick’s Pot au Choc contains real Belgian chocolate chips, the Strawberry Pavlova variation is made with strawberry juice, strawberry pulp and real meringue pieces, and the Softly Banoffee option contains real pieces of toffee.

“The range is based around high-quality ingredients. It was never made for children; it has always been aimed at adults,”​ said Sherick.

“We’re trying to offer adults a little bit of a heaven in a bottle,”​ he added.

Alongside the launch of Mr Sherick’s in Selfridges, Sherick and his team have also secured distribution deals with J.D.’s Food Group and Turners Fine Foods, and are working on listings with other major retailers.

Related topics: Dairy Drinks

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