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PLANO, Texas (AP) -- After a century of selling soda, the makers of Dr Pepper and 7 Up are trying a new tack in reaching young adults: milk.
Beginning in March, the company plans to sell milk in flavors such as chocolate caramel and pina colada. An announcement was expected Tuesday.

Company officials began developing flavored milk about 18 months ago and tested different recipes in focus groups. They hope to repeat the success of new soda flavors in the staid milk business.

They settled on five flavors, from berry to chocolate, and named the new drink Raging Cow. It will be marketed to 18- to 24-year-olds at concerts, on college campuses and the Internet. It will be sold in the dairy section of stores and in vending machines, officials said.

The drinks, bottled by Jasper Products of Joplin, Mo., will be sold in 14-ounce plastic containers and carry a suggested retail price of $1.49. Sold cold, the drinks can be stored at room temperature for 180 days, the company said.

The drinks will be introduced in Texas and the Midwest in March, with an expansion to the rest of the country by mid- to late-2004.

One of the oldest chocolate drinks still on the market is Yoo-hoo, which dates to the 1920s and is owned by the Snapple Beverage Group. Snapple and Dr Pepper/Seven Up are both owned by UK-based candy and beverage giant Cadbury Schweppes plc.

http://biz.yahoo.com/ap/030128/dr_pepper_milk_1.html
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