Nestlé relaunches Nesquick with new ‘No-Arts’ recipe

To Press Releases listCroydon,Jul 16, 2010

A brand new version of family favourite NESQUIK® will hit the shelves this month with a new and improved recipe. NESQUIK will still have the same great taste loved by families nationwide but will be free from artificial ingredients.

In response to parents’ concerns about artificial ingredients, Nestlé has renovated and improved the NESQUIK recipes so that there are now no added artificial colours, flavours, sweeteners or preservatives, in any of the Strawberry, Chocolate or Banana flavoured products. ‘No arts’ versions of the Strawberry and Chocolate flavours are available now, with new Banana arriving in early autumn.

NESQUIK has always been a good source of vitamin D, which is essential in helping the body absorb the calcium found in milk. Both calcium and vitamin D are important to help the development of strong bones and teeth in children.

Nutritionist for Nestlé UK and Ireland Liz Read said, “We’ve worked really hard to improve the NESQUIK recipe by taking out artificial ingredients. We are giving parents extra assurances and now have a product that families will love.

“The work we’ve done with NESQUIK is a continuation of our work to remove artificial ingredients across Nestlé’s products more broadly and builds on the renovation of our confectionery products such as SMARTIES, MILKYBAR and the ROWNTREE’S brand.“

The launch of new recipe NESQUIK will be backed by a £3 million marketing campaign which sees NESQUIK milkshake powder advertised on TV for the first time in 10 years. Through emotionally engaging communications, the campaign will connect with a new generation of families. Both TV and digital activity will continue to feature the iconic NESQUIK bunny Quicky, who has been the brand’s mascot since 1973.

Egle Augustinaviciute, NESQUIK Brand Manager said; “The creative idea at the heart of the campaign - ‘They only grow up once’- reminds consumers that NESQUIK is a fun family brand that encourages kids to grow in imagination and learning. It also promotes NESQUIK’s health benefits, both as a source of vitamins and as an imaginative way of making milk an appealing drink choice for kids…and grown-up kids!”

The campaign is backed by strong integrated digital support with the launch of new ‘’ as well as the exciting new ‘Imagination Station’ ( launched in co-operation with AOL. ‘’ provides parents with product information as well as general nutritional information and great NESQUIK recipes, while ‘Imagination Station’ acts as an online resource for parents, with exciting playtime ideas and free activity sheets for parents to enjoy with their children.

Additionally, for the first time this year NESQUIK will participate in ‘Get Set, Go Free’, Nestlé’s cross-category family activity promotion which encourages families to get out and try new activities.

Graham Walker, Trade Communications Manager at Nestlé UK and Ireland added: “NESQUIK is available in all retails channels at an RRP of £2.44 for Strawberry and Banana and £2.49 for Chocolate. We are confident that the new campaign will generate significant interest in an already classic brand, offering significant sales and profit opportunities for retailers.”

For more information:

Nestlé UK Press Office
020 8667 6005