Saputo targets active consumers with RTD protein shake

Saputo has launched an advertising campaign to support the its new ready-to-drink protein shake called Milk2Go Sport aimed at consumers with an active lifestyle. The milk-based shake contains 26 grams of protein and is available in chocolate and vanilla. It can be found in major convenience and grocery stores and retails between $1.99 and $2.49. Philippe Duhamel, marketing manager at Saputo told Marketing that the company has seen a number of positive studies in recent years touting the benefits of consuming chocolate milk post-workout. “We identified a need within the protein beverage category for ready-to-drink product (not a powder that requires mixing with water, juice or milk required) that combined the benefits of fresh chocolate milk with an extra dose of quality dairy protein,” he said. Though the ready-to-drink protein beverage market isn’t yet crowded in Canada, Duhamel said brands from the U.S. are starting to move north. The biggest differentiation from its competitors, said Duhamel, is that milk is a main ingredient in Milk2Go and it doesn’t contain vegetable oil. To promote the line of shakes, Saputo launched a national advertising campaign Sept. 30 that includes television, online, point-of-sale materials, coupons, experiential and PR. This article originally appeared in Marketing magazine.