By Allison Watkinson
TLL Reporter
The Norco Co-operative has signed a licensing partnership with Minecraft to launch a video game-inspired flavored milk collection.
Marking Minecraft’s first licensed product in the Australian food & beverage market, the new range includes four distinct flavors of lactose-free and no sugar added milk.
“Norco shares with Minecraft a mission to build a better world, through the sustainability of the dairy industry, producing award-winning milk and creative innovation,” said Norco GM, Ben Menzies. “We hope Minecraft fans enjoy exploring the world of flavor we have created.”
The Minecraft themed flavors featured in the collection are titled Choc Charger, Lime Lightning, Strawberry Slam and Caramel Chug.
Available in new single-serve size, the four Norco x Minecraft flavored milks are available for purchase at Woolworths, Coles and Independent Supermarkets throughout Australia.
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“Milk is one of the most nutritious drinks available providing hydration that’s high in protein, an excellent source of calcium, vitamin B12 and contains natural electrolytes,” said Menzies. “All of this, plus Norco’s award-winning touch, makes the new Norco Minecraft range the go-to drink choice for gamers, young and old, to help fuel those endless hours of gaming and sustain optimal performance in the world of the unknown.”
The licensing partnership with Norco was brokered by the Asembl agency on behalf of Minecraft’s licensing representative in the region, Merchantwise.
“Together with Asembl we are thrilled to be extending the Minecraft brand into the food and beverage category for the very first time here in Australia,” said Merchantwise MD, Kerryn McCormack. “Through this launch with Norco Co-operative Australian Minecraft fans can now enjoy their favourite brand as nutritious flavoured milks with no added sugar and a four-star health rating.”
Originally established in 1895, Norco is an Australian, farmer-owned dairy co-operative with 281 active members on 190 dairy farms that are located across northern New South Wales and southeast Queensland.
With a network of offices in Australia, the UK, Europe and China, Merchantwise is a brand licensing agency that specializes in representing gaming and entertainment properties.
Asembl is a research-driven brand extension agency that focuses on fast-moving consumer goods (FMCG) and lifestyle brands.
Both Asembl and Merchantwise are part of The Merchantwise Group.