Beverages

Weigel’s Celebrates 90th Anniversary With Birthday Cake Milk

Retailer goes blue with latest flavored dairy introduction
weigel's convenience stores birthday cake milk
Photograph courtesy of Weigel's Stores

POWELL, Tenn. — Convenience retailer Weigel’s Stores Inc. has introduced its newest flavored milk profile, Birthday Cake Milk, in honor of its 90th anniversary.

“The newest milk came as a direct result of two things: we wanted to introduce a new flavor that was indicative of and could highlight our 90th anniversary, and the success we’ve had with our peanut butter chocolate milk” said Nick Triantafellou, director of marketing and merchandising for Weigel’s. “After research, we know that when our guests think of birthday cakes, they think of buttercream and vanilla. So, this was the ideal flavor to help celebrate our achievement of 90 years. It’s a perfect combination of timing and data.”

Weigel’s new birthday cake milk is free of antibiotics, GMOs and rBST growth hormones, the company said. “We focused on finding a higher-quality mix this time around with our Birthday Cake Milk. We received feedback the previous milk flavor was a bit high in calories, so it was a big focus of ours to bring that down while keeping this amazing flavor profile. By using our 2% milk and working closely with our dairy, we were able to produce a fantastic product.”

Weigel’s blue Birthday Cake Milk will be available for a limited time only in pints and quarts. “When you see it in the bottle and it is this bright robin’s egg blue, it just pops. It should bring a lot of excitement to a milk door that traditionally has little to no excitement about it,” said Triantafellou.

Powell, Tenn.-based Weigel’s is a family-owned and -operated company with 69 convenience stores, a dairy and a bakery in eastern Tennessee.                   

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