Pritchitts Launches Smart Choice Promotion

Pritchitts Launches Smart Choice Promotion

Pritchitts, the foodservice division of Lakeland Dairies, has launched an exciting new student campaign in support of its flavoured milk range, Modern Milk.

The Smart Choice promotion gives students the chance to win one of ten smartphones of their choice, every week until the 14th December 2014. Students simply need to grab a carton of their favourite Modern Milk - Chocolate with a Hint of Fudge, Coffee with a Hint of Vanilla or Strawberry with a Hint of Cream - and tweet a selfie to @ModernMilk using the hashtag #ModernMilk as well as their university twitter handle.

To support the campaign, caterers can claim their FREE Smart Choice point-of-sale kit containing eye-catching posters, wobblers and cards to highlight the promotion by calling 020 8290 7020.

Simon Muschamp, Head of Marketing, Pritchitts, says;

“The response to Modern Milk has been overwhelming from both university caterers and students. We’ve been building a legion of fans by sampling across the country during Fresher’s Week and through our Twitter and Facebook page - we’re very excited to launch our Smart Choice promotion and the next phase of our high impact, student initiative.”

Made with natural flavouring, semi-skimmed milk and added vitamin D, Modern Milk provides 16-21 year olds with a fantastic source of calcium and the ‘sunshine vitamin’ which aids strong bones and teeth. This flavoursome product also makes a healthy, filling snack between meals and a convenient on-the-go breakfast option.

Universities can find out for themselves the benefits of Modern Milk by watching the following video of a recent sampling day:


Simon adds, “Caterer are under huge pressure to offer healthier soft drink options that students will buy. Modern Milk’s great range of flavours, the nutritious power of milk, along with our new must win Smart Choice promotion makes it a win-win for both universities and students.” 

With a long ambient shelf life Modern Milk is hassle free, but is best served chilled and enjoyed straight from the fridge. It comes in a 330ml fully-recyclable carton with a straw, making it ideal for drinking on-the-go and vending machines.

Modern Milk has a shelf-life of six months and is available in 27 x 330ml trays.

Pritchitts is part of Lakeland Dairies, one of the largest farmer-owned dairy co-operatives in Ireland. Lakeland collects its fresh milk from over 2,100 family farms, operating within a fifteen county catchment area within the island of Ireland.