Company: NutraBrand Innovations
Location: Devon, Pa.
Introduced: June 2003
Details: MegaMilk[tm] fat-free milk comes in three flavors-chocolate, strawberry and vanilla-and is sold in pint cartons that sport super hero characters at a suggested retail price of 99 cents. Chocolate also comes in a quart carton with a suggested retail price of $1.89. MegaMilk has twice the calcium of regular milk and is an excellent source of protein and vitamins A, C, D and E. MegaMilk is produced at SuperValu's Fluid Dairy plant in Richmond Va., and has a refrigerated shelflife of 60 days.
Distribution: Initially in the Richmond, Va., Washington, D.C. and Baltimore markets