First Milk’s CNP launches high-protein milk shake
First Milk-owned sports nutrition brand CNP has expanded its range with a high-protein ready-to-drink shake.
CNP ProShake Protein is available in chocolate, strawberry and vanilla, and went on sale in 500 Tescos last week (rsp:£2.50/475ml).
The range contains 37g of protein per bottle and was targeted at on-the-go consumers who exercised frequently and those who wanted to add extra protein to their diet, said CNP’s Interim MD, Paul Miley. “As protein continues to move into the mainstream, retailers have an opportunity to embrace more nutritious convenience options for the growing number of health conscious consumers,” he said. “It’s an exciting time to be launching in this marketplace, as more consumers begin to understand the role protein can play in their everyday diet and fitness.”
The launch will be backed by PR, in-store and digital. It was welcomed by dairy expert Hamish Renton, who described troubled dairy co-op First Milk’s purchase of CNP in 2012 as “far sighted”, and one of its “better moves”.
“CNP’s Team Sky products are very well targeted, so the launch of this new ready-to-drink product is a very sensible line extension,” he said.