Pro Mlk, which has enjoyed exceptional growth ahead of the category since its launch in 2021, is among the fastest growing protein milkshake brands and now holds distribution across the major retailers.
Our role will be to help Pro Mlk carve out a strategic position in a rapidly evolving market and to develop a distinctive creative platform on which the brand can build awareness and relevance through all channels for the long term.
Abigail Kelly, Head of Marketing & 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, our Strategy Director, 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 comes after a busy 2025, in which we added new clients to our portfolio, including C.K Tools and plant-based brand Live Kindly, plus nabbing a place on the shortlist for the Yorkshire Post Business Awards' Employee Health & Wellbeing award.