Breaking new territory in the local dairy case, Shamrock Farms has announced plans to introduce its single-serve “mmmmilk” line at retail in selected national markets beginning this month.

The initial roll out to Indianapolis and the Mid-Atlantic region will focus on the Shamrock Farms flavored, on-the-go line and is expected to fuel future efforts for national distribution of the Arizona-based dairy brand.

“We are excited to be moving toward becoming a national dairy brand for families across the country,” said Sandy Kelly, director of marketing for Shamrock Farms’ Dairy Division. “As seen by our successful national partnership with Subway restaurants, and other recent regional new product introductions, we have the high-quality product and strong family-friendly brand to be a top choice for consumers.”

Based in Arizona, Shamrock Farms is one of the largest family-owned and operated dairies in the country. One of the first dairies to become a nationally-known brand, Shamrock Farms single-serve milk has been gaining notoriety as the official milk of Subway, as well becoming a staple in vending machines and a must-have for school lunches across the Southwest.

“We have a strong brand with on-the-go functionality, compelling graphics and even a sassy spokescow, Roxie,” Kelly said. “This product delivers fun flavors and the great taste kids love without compromising the nutrition parents demand. Our single-serve milk line has proven to be a real stand-out in the dairy case.”

Kroger and Marsh will offer on-the-go Shamrock Farms milk in Indianapolis and throughout the Mid-Atlantic: Charleston, W.Va.; Raleigh-Durham, N.C.; and Roanoke and Richmond, Va.

Featured products in the line include whole white and whole chocolate, as well as 2% reduced-fat white, chocolate, strawberry and vanilla, each in portable 12-ounce containers. All Shamrock Farms milk is produced without added growth hormone rBST.

A comprehensive marketing plan will support Shamrock Farms introduction into the initial rollout markets, including a full media schedule of print, radio and in-store POS. In addition, public relations will promote the brand through local market events and press coverage. The company will also sample the product at high-traffic locations and is sponsoring select sporting events in each market.

Shamrock Farms, the largest dairy in the Southwest, produces and distributes traditional and organic farm-fresh milk throughout the country, including at all 20,000 Subway restaurants nationwide. In its home state of Arizona, Shamrock Farms also distributes whipping cream, sour cream, cottage cheese, ice cream and frozen novelties. Shamrock Farms, which has its own farm hosting a herd of more than 10,000 cows, is a division of Shamrock Foods Co., a family-owned and operated business founded in 1922 in Tucson, Ariz. For more information, visit www.shamrockfarms.net.