Pritchitt's Modern Milk proves popular with students

A nationwide sampling campaign of more than 1,000 students at universities across the country has shown that 95% of those questioned liked Pritchitt's Modern Milk range and a further 84% said they would purchase the vitamin D boosting soft drink option again.

Simon Muschamp, head of marketing, Pritchitts, said: "The feedback from students has been nothing but positive since our launch. Our research highlights there is a real gap in the market for a great tasting and healthier alternative to empty calorie, fizzy drinks, we would encourage caterers to listen and realise the money making potential available to them."

Since launching in October, Pritchitts, the foodservice division of Lakeland Dairies has been driving student demand for Modern Milk through sampling and social media, as well as rewarding fans with the chance to win one of 10 smartphones of their choice, every week through its Smart Choice promotion.

The Chocolate with a Hint of Fudge was the favourite among students with 54% of the votes, followed by Strawberry with a Hint of Cream (24%) and Coffee with a Hint of Vanilla (22%) coming a close second and third.

Modern Milk has a shelf-life of seven months and is available in 27 x 330ml trays.