Nestle Nesquik, Glendale, Calif., introduced Protein Plus, a new product line targeting those who want flavored milks but also desire more protein in their diets.
The milk beverage comes in two flavors, chocolate and vanilla. A 14-ounce serving contains 23 grams of protein, 170 calories, 2.5 grams of fat and 22 grams of sugar.
It is made with low-fat milk (from cows not treated with the added growth hormone rBST) and contains 28% less sugar than the leading protein-enhanced flavored milk, according to the company.
Protein Plus is available at grocery stores nationwide and at local convenience stores in 14-ounce pre-mixed, ready-to-drink bottles.
To celebrate the new product, Nesquik introduced "Fueling the Everyday MVP"— a tongue-in-cheek campaign that puts a spin on the typically serious tone of sports advertising. The campaign kicks-off with a video entitled "Anthem" created by digital creative agency Deep Focus. Designed to carve out a completely new space for protein drinks, the video takes on dramatic sports commercials in a witty and relatable way.
Protein Plus is for those who are not necessarily gym rats, but still want serious protein when enjoying some of their favorite games: Frisbee, Wiffle ball and kickball, according to the company.
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