Blue colours for calcium boost

- Last updated on GMT

Related tags: Milk, Danisco

As food developers and marketers are aware, bright colours hold a
strong appeal with children. Jumping on the back of this phenomenon
Danisco in the US has launched a new flavour concept to add to
milk.

Available in up to six flavours, the Crazy Scoops line of fruit-based flavours from the US arm of the Danish ingredients giant is marketed as a complete powder blend to target the growing flavoured milk category.

According to the firm, milk, an $11 billion (€8.9bn) category, is experiencing its strongest gains in the flavoured dairy beverage segment, expected to grow by 8.4 per cent annually until 2006. As such, Danisco believes that flavoured milk offers the highest potential for sales growth, and presents an opportunity to take market shares from carbonate and juice brands.

"The powder blend is targeted for use at the under 10s market who we know desire bright colours and strong flavours - the Crazy Scoops are available in blues, greens and oranges and the flavour strength can be dosed according to the food makers need,"​ a spokesperson in the US for Danisco explained to DairyReporter.com​, adding that kids under ten years old in general desire flavours 1.8 times stronger than adults.

The Kansas-based subsidiary will also push the product on the back of growing concerns by consumers to up their calcium content but not the sugar levels.

"Studies conclude that flavoured milk helps boost children's overall calcium intake by 54 per cent, while diminishing their consumption of nutrient-poor soft drinks and fruit drinks. Crazy Scoops contain fewer calories and sugar than popular ready-to-drink flavoured milk,"​ said the firm in a statement.

Standing next to competitors in this same market, Crazy Scoops are free of caffeine, hydrocolloids and added fat, claims Danisco.

"This is a complete powder blend made from fruit-based flavours, sugar, colour and an anti-caking agent to stop clumping,"​ said the Danisco spokesperson.

Food makers can control the colour and dosage of the flavours depending of the final food product, and the powder is suitable for whole, 2 per cent, 1 per cent, skimmed and soy milk.

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