Eggnog, a new flavoured milk product introduced by Serge Island Dairies to the market during the Christmas season, is likely to survive as a market favourite, according to Craig Williams, marketing manager at Seprod. Market reaction to the canned drink during its Christmas debut exceeded all expectations, he said.

The product was introduced in a 290ml can similar to the container for a regular Coke.

“It blew our expectations out of the water,” an elated Williams said. A campaign promoting the product, following its debut, has been rolled out on social media.

The eggnog was one of several newly packaged products introduced in a US$3-million marketing push to generate interest from the Jamaican market, which frequently rewards manufacturers with a warm response to innovation. Research and development costs attached totalled some US$750,000.

As much as nine per cent of revenue for Seprod and its subsidiaries comes from new products, Williams told the Jamaica Observer.

Also introduced were lactose-free milk, evaporated milk, and whipped cream for chefs. The lactose-free milk and whipped cream continue to gain traction, Williams said. Some products did not do so well and will be pulled back, he added.

Serge Island produces an average of 25,000 to 30,000 litres of milk per day. Seprod, the parent company, has invested more than $200 million into its Serge Island Farms to increase the production of milk from seven million litres last year to meet a 10 million-litre annual target.

Under the Serge brand, Serge Island Dairies manufactures a variety of milk products, including flavoured milk bearing the Monster Milk brand, Peanut Punch, Eggnog, Chocolate Milk, whole milk and one per cent fat-free milk. The one-litre whole milk package is the company’s flagship product.