Hyper Cow drink targets teens

A caffeinated dairy shake, appropriately named "Hyper Cow," hits SuperAmerica store shelves in Minneapolis and St. Paul this week.

The shake"s main ingredient is 2 percent milk. It is designed to appeal to teens and adults between the ages of 15 and 25.

The shake comes in three flavors: Chocolate Shock, Straight Up Strawberry and Mean Mocha Cappuccino. Depending on the flavor, the shakes contain between 35 percent to 40 percent of the recommended daily value of calcium; 9 to 12 grams of protein; 30 to 35 grams of sugar and 210 to 230 calories, says Jill Schroeder, brand manager at Hyper Cow Inc., the drink"s maker.

Hyper Cow Inc. is a spinoff of the Schroeder Co., Inc., a Maplewood, Minn.-based milk producer.

The shakes will be available at all 167 SuperAmerica stores in the Twin Cities until February. After that, the company will push to distribute the product in retail stores across Minnesota and into Wisconsin. Executives also plan to market the product to schools as an alternative to soda pop.

The Business Journal



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