New Shamrockers™ Address What Youth Want in a Beverage
PHOENIX (March 23, 2007) – A new line of milk from Shamrock Farms hitting stores this week will break down major barriers when it comes to tween and teen milk consumption. That’s because Shamrockers lowfat flavored milk delivers on taste without compromising on nutrition.
“While Shamrockers is part of a family of Shamrock Farms products known for their great taste, fun graphics and on-the-go functionality, the difference with this line is that it was created for teens with help from teens,” said Sandy Kelly, director of marketing for Shamrock Farms Dairy Division.
After conducting focus groups with nine- to17-year-olds, it was clear that taste was the most important factor in what beverages kids choose to consume.
“Kids are savvy consumers who know what they want and feel valued when their opinion is taken seriously,” said Kelly. “So, we not only made sure our new chocolate, strawberry and vanilla flavor profiles were a hit with this audience, but we also looked to them to select the product name.”
In addition to great taste, nutritional benefit and packaging are key product attributes. Kids interviewed had an accurate understanding of the health benefits of milk, but this alone was not relevant enough to motivate teens to choose milk over soda and sports drinks.
“A combination of great taste and a coolness factor coupled with health benefits is a winning combination with tweens and teens,” said Kelly. “Shamrockers is a great opportunity to compete against soda.”
Shamrockers teen-approved packaging features graffiti-inspired brightly hued backgrounds and the company spokescow Roxie sporting a beanie or sunglasses and holding an ipod, skateboard or chocolate syrup bottle guitar.
“While our packaging clearly speaks to kids, we expect to receive rave reviews from parents and health experts alike thanks to the strong nutritional profile of the Shamrockers line,” said Kelly.
According to surveys by the United States Dairy Association, nine out of 10 teenage girls and seven out of 10 teenage boys do not get enough calcium into their diets. Teens need milk because their bones are in their most active growth phase. During teenage years, nearly half of all bone is formed and about 15 percent of a person’s adult height is added.
Shamrockers are made with farm-fresh, 1% lowfat Shamrock Farms milk and boast higher calcium and more protein than other 1% milks. Each 8-ounce serving is 170 calories and less than 2.5 grams of fat. Plus, like all Shamrock Farms milk, Shamrockers does not contain the added growth hormone rBST.
With the Child Nutrition and WIC Reauthorization Act of 2004, school districts were required to adopt wellness policies. In addition, Arizona schools must follow the Arizona Nutrition Standards, which include a list of approved beverages that may be offered during meal times.
“This new product is an excellent addition to the approved beverage list for our students,” said Laura Trujillo, RD, SFNS, Director of Nutrition Services for the Arizona Dairy Council. “I am glad that local companies are stepping up to the plate to make healthier products available to our kids.”
Flavored milks provide the same nutritional benefits as unflavored milk. Both are considered by the USDA as excellent sources of calcium, vitamin D, riboflavin and phosphorus, and good sources of protein, potassium, vitamin A, vitamin B-12 and niacin.
“It’s not about limiting kids’ beverage options so the joy is taken away from consumption,” said Kelly. “It’s about providing great-tasting, nutrient-packed beverage options and giving kids the opportunity to make smart choices for themselves.”
Shamrockers are available now at fine retailers across Arizona as well as in school vending machines across the country.
About Shamrock Farms
Shamrock Farms, the largest dairy in the Southwest, produces and distributes farm-fresh milk, as well as whipping cream, sour cream, cottage cheese, ice cream and frozen novelties. Shamrock Farms, which has its own farm hosting a herd of 10,000 cows, is a division of Shamrock Foods Company, a family-owned and -operated business founded in 1922 in Tucson, Arizona. For more information, visit shamrockfarms.net.