New look Super M boosts flavoured milk market

The new Super M 300ml bottles now have an attractive full shrink sleeve and a red colour code and design for maximum impact on the shelf. The cap is re-sealable, the bottle is easy to hold and the trendy new packaging is appealing to the target market. The 300ml Super M is available in the following flavours: Chocolate, Strawberry, Banana, Cream Soda, Choc Mint and Bubblegum.

Super M targets the youth aged 12 to 18, however this market is notoriously changeable and fickle. Constant innovation is required to keep a product relevant, attractive and top of mind. As a result, Clover Danone Beverages decided it was time to modernise and re-launch the Super M brand, grow the flavoured milk category, while sustaining Super M's leadership position.

The flavoured milk market currently stands at 21 million litres per annum, has a value of R271.6 million per annum and has shown a growth of 5.3% growth in the past year. Super M is currently the dominant brand with a volume market share of 31.9%. (Sources: 2004 BMI Foodpack and ACNielsen 12mma AS '04).

Clover Danone Beverages also saw an opportunity beyond the impulse and on-the-go purchase of Super M, in the form of economical bulk packs for family consumption. Mothers with kids at home also expressed a need for school lunch-box pack sizes. Super M is now also available in a 1 litre Family Tetra Pack and 250ml Lunch Box Tetra Pack, with a modern design and red colour coding. Flavours are Chocolate, Strawberry and Banana.