Mooch comes in original, hazelnut and mint varieties, in 25cl ring-pull cans with
an rrp of 99p.
The launch is supported by targeted sampling, in-store promotion and direct marketing designed to introduce the brand to 16 to 25 year olds with disposable income.
Navson marketing director Nevid Ahmed said: “We want to revitalise the milk aisle and prove that flavoured milk is more than just a child-friendly offering.
“It is important that we speak to a broader target market to shake up the category and communicate the often overlooked health benefits of milk.”