Rockin Refuel Chocolate Milk (2010)
Last Updated: 8/3/2015 12:01 PM
While we don't typically review products from dairies, Shamrock Farms has created something that's a smart and well executed approach to selling more milk: make it a protein drink. Protein drinks are, unlike dairy, a rapidly growing segment of the beverage business. And really, the worst part about drinking a protein drink is the flavor — something that this product has addressed quite well by using the familiar flavor of chocolate milk as the base of the drink. The resulting product, which has 20g of protein, is something that we think is a very marketable product. On the packaging front, the product looks half done, with parts of it (like the font treatment on the callouts) looking like something that's suitable for a protein performance product. The rest of it looks like what you'd expect from a dairy — complete with a picture of a cow. If they could put that aspect of the product away for a bit and focus on the fact that they are not simply selling milk, we think that they have the opportunity to create something that has pretty wide appeal. Overall, a nice start that represents an interesting opportunity for Shamrock Farms and other dairies around the country.
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