Dairy product stampedes out of herd

Food & Drug Packaging, Feb, 2003

Dr. Pepper/Seven Up's Raging Cow milk-based beverage sports a mascot with "attitude."

Dr. Pepper/Seven Up Inc. is introducing a "rowdy" new milk-based product called Raging Cow[TM] in single-serve bottles. Because the product is made specifically for the youth market, the 14-ounce high-density polyethylene (HDPE) bottles, supplied by Tetra Pak, are shaped for easy gripping. The proprietary HDPE blend closure, supplied by Novembal, a division of Tetra Pak, is reclosable so young consumers can easily save leftover product.

The bottle features a shrink label, supplied by Multi-Color Corp., that includes graphics of Raging Cow's mischievous mascot--a cartoon cow who has escaped from a dairy where milk was the only option. The mascot symbolizes the independence and enthusiasm of the product's target consumers.

Says Mike McGrath, Dr. Pepper/Seven Up president and chief operating officer, "This product doesn't have a herd mentality and therefore is unlike any other milk-based product on the market."

Raging Cow's five flavors include Pina Colada Chaos, Jamocha Frenzy, Berry Mixed Up, Chocolate Caramel Craze and Chocolate Insanity. The product will roll out in test markets in the Midwest and Texas in March 2003. National distribution is expected next year.

Multi-Color Corp.
513-381-1480; www.multicolorcorp.com

Novembal
732-287-4949; www.novembal.com

Tetra Pak
847-955-6000; www.tetrapak.com