Why milkshakes belong in the little treat culture
For years, milkshakes have been associated with the kind of treat that consumers enjoy during a shopping trip, after a quick lunch with the family or a stop along the way. But dining-out experiences are increasingly recreated at home.
Customers are increasingly looking for small, affordable moments of pleasure, with specialty coffees and cocktails already being made at home. Milkshakes fit perfectly in the ‘little treat culture’ too.
Customers already know how to make a milkshake
Unlike many food trends, milkshakes require little explanation. Customers already know what a milkshake is: (plant-based) milk, ice cream and the hero ingredient. It’s simple, affordable, family-friendly and fully customisable.
The only thing lacking is a little inspiration. While consumers still enjoy a treat from time to time, they are looking for healthier alternatives to the traditional vanilla and chocolate milkshakes. Fruit-based milkshakes feel fresher and lighter while still hitting that sweet spot people expect from the category.
Familiar flavours are reassuring. Innovative flavours create excitement.
A classic strawberry milkshake speaks to customers who are looking for a familiar flavour. But consumers don’t always buy what they already know. Often they buy what catches their attention. Consumers are curious. They eat with their eyes. A bright-coloured drink immediately sparks interest and raises one simple question: what does that taste like?
Offering both familiar and surprising flavours is what keeps a range fresh. Familiar flavours bring people in. New and unexpected flavours give them something else to try.
Why it works for retailers
The best part is that retailers can increase relevance without increasing assortment complexity. Frozen fruit mixes that are used for smoothies can easily be repositioned as milkshake ingredients, creating an additional consumption occasion from the same product range.
Dazzling Dragon Milkshake
Craving a creamy, dreamy treat? The Dazzling Dragon Milkshake is pure magic in a glass.
Golden Glow Milkshake
Brighten your day with the Golden Glow Milkshake, a creamy, tropical, and vibrant treat with a little kick.
