Mars Chocolate Drinks and Treats (MCD&T) is re-introducing STARBURST to its popular milk drink range after an absence of three years.

The re-formulated strawberry milk drink, which launches this month, has a full and juicy flavour to match Britain’s number one fruit chew, STARBURST.

The new STARBURST drink will be certain to grab on-shelf attention with its eye-catching pink and yellow 400ml bottle, with the popular sports cap design.

STARBURST has been specifically produced to meet the School Food Trust’s standards for milk drinks. The advice indicates that milk drinks should contain at least 50% milk with less than 5% sugar and no colourings. To give clear on shelf communication that the drinks meet this criteria, the bottles are marked school friendly.

“Strawberry is the second highest seller in the flavoured milk drinks category, with a 24.6% market share*, coming closely behind the top seller, chocolate,” says Bep Dhaliwal, trade communications manager for Mars.

“We are confident that we have a winning combination with the strength of the STARBURST brand, the popularity of strawberry milkshake and a modern sports cap bottle.”

While STARBURST is presented to consumers in chilled refrigerators, the product is ambient, with a six month shelf life meaning that there is little chance of any wastage.

A 350 ml version of the drink will also be available later this month. Both are available from SHS Sales and Marketing – telephone 01452 378 678.

*IRI data w/e 3 Dec 2011