Got (Maple) Milk?

Just in time for sugar shack season, Agropur has launched a new maple flavoured milk for its Natrel brand.

Natrel Maple Milk, currently available at major grocers in Ontario and Quebec, is made with natural maple flavour and sells at a regular price of between $3.29 and $3.49 in the 1L format.

“Coming out with a new product on market is something we always aim at,” says Marc Labelle, director, public relations and communications at Agropur Cooperative in Longueuil, Quebec. “Here in Canada we have a special relationship with maple syrup. Being processors of milk, we thought it was a very good idea.”

He would not provide sales forecasts, but notes “our studies tell us the product is going to be very appreciated by our markets. What we hear is very positive.”

The maple taste is made at Kerry Foods in Granby, Quebec and the concentrate contains maple syrup from Quebec’s Citadelle cooperative. Less than 1% of maple concentrate is needed to achieve the milk’s taste.

The maple milk contains 1% milk fat and there are no artificial colours or preservatives.

Labelle says he is unaware of similar products from Natrel’s major competitors.

Agropur will launch a campaign in April to increase awareness of Natrel and its maple milk. The campaign, created by its agency LG2, will include print, web and possibly TV.

Natrel Maple Milk will be sold throughout the year and Agropur is in negotiations to bring the product to Western Canada.