Principles set to fuel protein brand’s growth

A Leeds-based marketing agency is strengthening its consumer brand portfolio after securing a new brief in the fast-growing functional food sector.

Principles has been appointed by Crediton Dairy to develop the strategic positioning and creative platform for its Pro Mlk protein brand.

The Devon-based dairy business is looking to sharpen Pro Mlk’s presence in an increasingly competitive market as demand for protein-enriched drinks continues to rise.

Launched in 2021, Pro Mlk has recorded strong growth ahead of its category and has secured listings with major UK retailers.

Bosses say the new partnership will see Principles define a clearer strategic position for the brand and create a long-term creative platform designed to build awareness and relevance across multiple channels.

Abigail Kelly, head of marketing and insight at Crediton Dairy, which is also behind the UK’s second biggest iced-coffee brand Arctic Coffee, said: “This is an exciting and important time for Pro Mlk. 

“The brand’s rapid growth in such a short time shows how great the product is and the potential it has.

“We’re looking forward to working with the team at Principles to establish a position in the market for the long term.”

Ben Norman, strategy director at Principles, added: “The hard work is already done with Pro Mlk, it’s a great product in strong growth with healthy distribution, so we couldn’t be happier to be working on it.

“In a category that’s growing and evolving so quickly, with so many new entrants, Pro Mlk could go in one of a hundred directions, so it’s our job to help the brand focus on holding a very clear place in the mind, and the market.”

The appointment follows a busy period for Principles, which has continued to expand its client base across everyday consumer brands.

During the past year, the agency has added names including C.K Tools and plant-based food brand Live Kindly to its client portfolio.

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