Milk is All the Rage with Dr. Pepper/7 Up

Discussion
Jan 29, 2003
George Anderson

By George Anderson


Dr. Pepper/7 Up is going into the dairy business. The company has announced plans to introduce five flavored milk products under the Raging Cow brand beginning in March.


Andrew Springate, director of brand marketing, Dr Pepper/Seven Up told AP, “What we heard from consumers is that the milk category today is pretty boring.”


Raging Cow will be sold in 14-ounce plastic containers and carry a suggested retail of $1.49. It will initially sold in Texas and the Midwest. Plans call for nationwide distribution by mid to late 2004.


Moderator’s Comment: What impact will soft drink companies
such as Dr. Peper/7 Up, Coca-Cola, etc. have on milk consumption? What effect
will they have on dairy industry practices?

[George
Anderson – Moderator
]

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