Dr. Pepper and 7 Up are entering the milk-drink business. The Plano, Texas company plans to launch a new milk drink called Raging Cow in March.

The company began developing flavored milks about 18 months ago. And after many tries and taste tests they have settled on five flavors that young adults appear to like.

Raging Cow will come in five flavors: Pina Colada Chaos, Jamocha Frenzy, Berry Mixed Up, Chocolate Caramel Craze and Chocolate Insanity. It will be marketed to 18- to 24-year-olds at concerts, college campuses and on the Internet. It will also be sold in the dairy section of stores and in vending machines.

The 14-ounce drinks, bottled in plastic bottles, will carry a suggested retail price of $1.49. Although individual servings will be sold cold, the drinks may be stored at room temperature for up to 180 days.

Raging Cow will first be launched in Texas and the Midwest. The company hopes to take the product nationwide by mid to late 2004.

Dr. Pepper/7 Up is a division of the candy and beverage giant Cadbury Schweppes, which is located in the United Kingdom.

Dallas Business Journal, Seattle Post-Intelligencer