Shaken Udder targets digestion trend
The launch of Shaken Udder’s new Fibre milkshake range represents an entry into the active health and functional dairy sector, leveraging a major gap in the British diet.
Despite growing consumer awareness surrounding digestive wellness, a staggering 96% of people in the United Kingdom are still not consuming enough dietary fibre on a daily basis.
By introducing this functional line, Shaken Udder aims to capture this massive, underserved market segment. The brand is positioning the product as an easy solution to a widespread nutritional deficiency, promising to give consumers a convenient and delicious way to add more fibre into their diets while at home or on the go.
Rather than positioning the new line as a medicinal or highly scientific supplement, Shaken Udder is maintaining its premium, taste-first reputation. The strategy relies on offering functional benefits without sacrificing the indulgent sensory experience that consumers expect from the brand.
Available in Mint Choc and Banana variants, the new milkshakes still boast the thick and creamy texture Shaken Udder is famous for and are high in fibre. To ensure a clean label that appeals to health-conscious shoppers, the range contains no artificial colours, flavours or sweeteners, and is made with real mint extract and bananas.
The nutritional profile of the new line is specifically designed to help consumers make measurable progress toward their daily dietary goals in a single serving. For adults striving to meet the recommended thirty-gram daily target, the Mint Choc variant contains 8.9g fibre per bottle, which provides just under 30% of the recommended 30g daily fibre intake for adults as part of a balanced diet and healthy lifestyle, while the Banana flavour contains 7.6g fibre per bottle, which is around 25%. Additionally, because digestive health is a holistic concern for consumers, the range also provides just under 50% of your daily calcium, an essential mineral because calcium contributes to the normal function of digestive enzymes as part of a balanced diet and healthy lifestyle.
This product development is also a direct response to a highly active market where the brand is enjoying significant commercial momentum. The launch comes after a strong start to 2026 for the Shaken Udder brand, which is now worth £48.4m in retail sales value and growing at a rapid rate of twenty-two percent, backed by established listings in all major supermarkets.
Rob Reames, CEO of Shaken Udder, explained the commercial logic behind the portfolio expansion: “Consumer interest in fibre continues to grow and as the UK’s number one premium and fastest growing milkshake brand, we are bringing something new to the category that still puts quality and taste at the heart of the product with the added bonus of fibre.”
To maximise initial trial and visibility, Shaken Udder is using a targeted retail strategy. Packaged in an easy-to-grab format that requires no preparation, the 330ml bottles are designed to capture both planned grocery shoppers and immediate, on-the-go snackers. The range will debut with a high-profile, nationwide launch in Tesco stores on May 13th, retailing at a recommended price of £2.30 per bottle.
