Pintas gets makeover

MILK could be getting its bottle back with a brand new name and image…but at a price.Attempts are being made to re-brand the product as a "designer" drink called M, which will be sold in smaller screw-top bottles rather than pint-sized plastic cartons.

By Amanda Cresswell

MILK could be getting its bottle back with a brand new name and image…but at a price.

Attempts are being made to re-brand the product as a "designer" drink called M, which will be sold in smaller screw-top bottles rather than pint-sized plastic cartons.

It follows in the success of the multi-million pound re-branding of mineral water that has taken place in the last 20 years, say Branded Drinks, the company behind M.

But the planned assault on the fizzy drinks market is likely to double the price.

Instead of 29p cost of a normal supermarket pint, M would be sold between 65p and 85p.

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The proposal prompted a mixed reaction in Suffolk.

Mrs Pauline Wright, 62, of Weavers Close, Hadleigh, said: "It seems OK. But is it going to be better milk? I wouldn't buy it at that price."

Northgate High pupil Hayley Blyth, 16, of Vale Lane, Kersey, said: "I think the package could do with jazzing up a bit.

"It is a bit expensive. I think it may attract youngsters, people at school, rather than adults."

Mum Hannah Anderson, 18, of Duck Corner, Hollesley, who has a daughter Nicole, who is nearly two years, was all for it.

"I think it might encourage youngsters to drink milk if they see a wicked bottle. I would buy it." Her friend, Naomi Pedrick, 17, of The Ship Launch pub, Ipswich, agreed. "As long as it encourages kids to drink milk it doesn't really matter."

Branded Drinks finance director, Renwick Haddow, said he got the idea when he wanted a drink of milk one day and was forced to buy a whole pint from a local store.

He said it was too big and too awkward to drink, particularly when driving. "What I needed was something smaller and with a replaceable top," he said.

But the project is "not just about re-packaging good old fashioned milk,' Mr Haddow said. "We will be looking for the best source, organic and non-BSE for a premium product."

If successful, M could be on the shelves by the end of the year.

The Dairy Council has supported the idea too. A spokesman said:

"It would be very much more healthy to see milk like this being offered in school vending machines, instead of carbonated drinks."

Other re-branded products:

Marathon now Sneakers

Opal Fruits re-branded Starburst

Jif, now known as Cif

Oil of Ulay, now Oil of Olay

Coco-Pops were called Choco-Krispies for a short while but there was a national uproar and the name was changed back.

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