Convenience retailer 7-Eleven is introducing Bravo! Foods Looney Tunes branded Slammers vitamin-fortified milk in up to 5,300 participating 7-Eleven stores this week.
Retailing at a suggested price of $1.39, Slammers Fortified Reduced Fat Milk will be available in four flavors: vanilla, chocolate, banana and strawberry. The drinks are packed in 11.2-ounce packages with attached drinking straws. Each Tetra Prisma carton features colorful graphics with a popular Looney Tunes cartoon character. Although shelf-stable with one-year shelf life, Slammers milk will be sold cold at 7-Eleven stores.
"Slammers milk is the first vitamin- and mineral-enriched milk beverage positioned specifically for kids," said Kurt Schumacher, category manager at 7-Eleven. "Slammers packs can be frozen and popped in a lunch box where they'll gradually thaw," he added.
Slammers milk contains vitamins A, B6 and B12, C, D and E, thiamin, niacin, biotin, riboflavin and pantothenic acid.
The company is also highlighting the recent studies showing that milk consumption among children is rising, attributed to flavored milks and changes in packaging. However, teenagers are still lacking in many of the nutrients and USDA research shows that only 10 per cent of teenage girls and 30 per cent of teenage boys meet the recommendations for dairy food intake.
Speaking of the marketing relationship with 7-Eleven, Roy Warren, Bravo! Foods' CEO, said: "Our relationship with 7-Eleven represents a significant step in bringing our product directly and conveniently to our target market."
Executive vice president Mike Edwards added: "A powerhouse retailer like 7-Eleven will give us the opportunity, for the first time, to offer our line of healthy milk nationwide."