Pilot scheme: Milk drink given no-nonsense push

The drink is aimed at men who are defined by the drink’s maker Arla as ‘balanced blokes’ and not ‘sucked in by lots of marketing rubbish’, PB Creative director Ben Lambert told Design Week.

‘With the name as our starting point, we drew our inspiration from a traditional aviator or wingman, creating a contemporary twist on a fiction character who has got your back no matter what,’ said Lambert. 

The drink has an additional 40% protein in its ingredients, placing it into the emerging functional foods category, a trend that will be explored in detail in LS:N Global’s forthcoming Food Futures report, available soon from The Future Laboratory shop. 

For more trends surrounding male attitudes, book a ticket to our forthcoming Trend Briefing.