NEILSON STENGTHENS PRESENCE IN PREMIUM MILK MARKET
By Adnews Staff
Neilson Dairy of Toronto increased its presence in the premium milk market this week by introducing a new high-calcium milk to Ontario and Quebec. Called TruCalcium, the milk contains 33% more calcium than regular milk. Print advertising and in-store sampling will support the launch of the milk. The ads will be created by Bensimon*Byrne of Toronto. Sampling will be done by ACTmedia of Toronto. In addition, Neilson has changed the name of its TruFiltre milk to TruTaste to reflect the benefits of the milk's taste instead of its specialized filtering process. TruFiltre was introduced in September, 1995. Ontario advertising for this milk under the TruTaste name will begin later this month. It was created by Bensimon*Byrne.
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