In the first instalment of our interview with Paras Arora, (READ IT HERE), we learned how Shaken Udder came to be founded and its early history. In this, the concluding part, Paras discusses the products at the vanguard of its success.
‘Shaken Udder very much has its roots in chilled products’, Paras says, ‘and obviously, they needed to be stored in a fridge. The chilled range still has the lion’s share of our business, but there came a time when we realised that this was an insuperable obstacle if we had ambitions to get into the wholesale, convenience, and impulse channels.
The fact is that convenience stores just don’t have much in the way of chilled storage. That’s why, three years ago, we decided to launch an ambient range, which didn’t require chilled storage. What many people don’t appreciate is that the rest of the brands in this category focus on ambient products: we were one of the few that were chilled. Adding ambient products to our portfolio achieved our aim of accessing the wholesale, convenience, and impulse channels and now, our goal is to set about tackling the food service market. We’re constantly looking at new business opportunities in our mission to get our top-quality milkshakes out to the masses!
In terms of our product formats, there’s our core, 330 ml on-the-go range. We also offer a larger 750 ml range, our take-home format. The latest addition, which we’ve introduced in the past month, is a range of 250 ml bottles. Feedback and market observations suggest that this format could be a great fit for the food service sector.
As for flavours, our range is comprehensive, particularly in the 330 ml format. Chocolush, a premium quality chocolate flavoured milkshake, is our best-selling ‘bread and butter’. Chocolate tends to be the entry point of choice into the milkshake category. Ours tastes absolutely delicious. Because it’s thick and creamy and made with real Belgian chocolate, it stands head and shoulders above the rest when it comes to the consumption experience.
Then comes our Vanillalicious flavour, which is absolutely incredible. It’s made with Madagascan vanilla: The liquid has real vanilla seeds in it that you can actually see. There’s nothing to compare with it elsewhere on the market, so ours performs incredibly well. People absolutely love it.
The range is supplemented by flavours such as Top Banana and we also offer White Chocolush and Double Choc. Recently, we launched a flavour called Scoff-the-Lot , (which is basically our take on a caramelised biscuit and cinnamon flavoured milkshake) and Raspberry Ripple. When people try the Raspberry Ripple, they absolutely fall in love with it. It tastes just like a raspberry ripple ice cream; it’s so good that it’ll make your eyes roll back and leave you speechless.
All these variations are available in the 330 ml range and some are in our 750 ml and 250 ml ranges too.
About a year and a half ago, we launched a protein milkshake. This is differentiated from our core range by dint of the fact that it contains 20 grams of protein. Essentially, we add more milk protein into the mix. What’s remarkable is that people consistently tell us it tastes just like our regular milkshakes. That’s a true testament to our dedication to taste – especially in a market where many protein shakes can taste chalky or powdery.
The other protein shakes on the market tend to be targeted more towards ‘gym bunnies’, that’s to say people who are all about bulking up, or losing weight. They’re usually attracted by low calories and low fat. Unfortunately, because of that, more often than not you’ll find that they have artificial sweeteners in them in a bid to elevate the taste and they just don’t taste very good. That’s not the Shaken Udder approach at all: what we’re all about is creating a delicious milkshake and then adding extra protein. We’re not targeting those gym bunnies per se, we’re much more interested in attracting the everyday active person whose primary consideration is taste. For instance, people who enjoy a fun run or a bike ride; those that go on long walks with their dogs or do some casual sport at the weekend. We seem to have hit that nail on the head, because it’s doing really well for us.’
There’s a common denominator that links all the Shaken Udder products, and Paras is keen to explain what it is as our chat concludes…
‘As a brand, what Shaken Udder prides itself on is that all our products are made with real ingredients, be that real Belgian chocolate, real bananas, real strawberries, or real raspberries. There are no artificial colours, flavours or sweeteners. Despite this, everything we make complies with all the high fat, sugar, and salt regulations.
While taste is undeniably our biggest strength, our milkshakes offer so much more. In recent consumer research, we discovered that the appeal goes far beyond flavour – it’s a full-on sensory experience. From the moment you spot our iconic milk-churn bottle on the shelf and feel its chilled weight in your hand, breathe in the rich aroma of real fruit and Belgian chocolate; savour the smooth, creamy taste and enjoy that deeply satisfying final slurp, Shaken Udder delivers a milkshake moment that truly hits the spot and never leaves you feeling short changed.’
We say our ‘thanks’ and ‘goodbyes’ and some rudimentary post-interview research indicates that Paras’s infectious enthusiasm – effervescence? – for his company and his products is well founded. The Shaken Udder brand is going from strength to strength. In retail sales value, it now clocks up £44m annually. That represents growth of 31% year on year, miles ahead of the other category contenders. No wonder it’s now the UK’s second-biggest milkshake brand in the category.
The brand’s consumer demographic tends to be a little bit older than that of its competitors – and slightly more affluent. Think 25 to 55 year olds coming from the A, B, C1 and C2, categories. (Paras averred overall, the category appeals to C2, D, E type shoppers).
What’s more, sustained and memorable advertising, marketing and promotion has worked wonders in terms of brand recognition. Theirs is a 360-degree campaign. Shaken Udder’s first ever TV advert aired a couple of years ago and the impact that created has been solidified through digital advertising, PR, and B2B marketing.
As you’d expect, social media is increasingly important and Shaken Udder has built strong relationships amongst that elusive cohort we refer to as ‘influencers’. The results have been impressive.
It’s a brand that would appear – for now at least – to be blessed with the Midas touch. You feel that if Paras and his colleagues didn’t believe that their products had every attribute required to disrupt the status quo in the foodservice, automated retail and vending sectors, they wouldn’t waste their time and resources – or ours – to go after them.
Watch out for Shaken Udder at Vendex North on stand 67 on 12th November, and by the way; tasting is believing…
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