Shaken Udder

Who can resist these truly delectable milkshakes from Shaken Udder? We certainly couldn’t back in 2010 when Jodie and Howie (co-founders) came to see us.

Launched in 2004, the brand started to gain traction largely on the festival scene. By 2010, Jodie and Howie wanted to take the brand to a wider audience. They approached Product Chain to help them gain listings at major retailers nationwide. The vision was to become a leader brand in chilled milkshakes like Ben & Jerry’s are in ice-cream.

Shaken Udder milkshake range

Gaining Traction

Together we agreed an effective sales strategy to target the chilled milk drinks category in major multiples. Within the first 12 months we achieved a listing in Waitrose. A year later the flood gates opened with Sainsbury’s, Tesco and Booths following in quick succession. Volume and revenue were up +120% while penetration was up over 70% [Kantar 52 we Oct 2012]. In subsequent years, we continued to extend into the food service channel and chilled wholesale. Shaken Udder became a £1M+ business.

Shaken Udder LO RES 14

Growing the Brand

Over the next few years we worked closely with Shaken Udder to develop their brand further. We sourced and interpreted insightful market data on their behalf which was used to hone the brand positioning and develop our category management strategy. Consumer data was used to persuade buyers to extend distribution and support new product launches. By 2015 turnover had increased a further 60%.


Moving On

The partnership between Product Chain and Shaken Udder came to a close after 5 years. The Shaken Udder team felt that the business had grown substantially enabling them to take sales in-house and move onto the next stage of their brand development.

Shaken Udder (ii) LO RES 14

What did Product Chain deliver?

  • Developed & implemented FMCG sales strategy across retailers
  • Managed pitch process to key buyers
  • Negotiated retailer contracts including pricing, overriders & promotional support
  • Forecasted & analysed sales
  • Sourced & interpreted market data to influence brand strategy, NPD and buyer decision-making
  • Managed day-to-day communications with retail customers
  • Processed orders & invoicing
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