Shaken Udder: extending its market-leading position

Shaken Udder is the UK’s #1 premium milkshake brand, blending fresh milk with real ingredients to create flavours including Top Banana, Strawberries and Clotted Cream, and the signature ‘Chocolush!’.

Founded in 2004 by husband-and-wife Jodie and Andrew Howie, Shaken Udder is headquartered in Tiptree, Essex. With the pair originally selling their products from trailers at festivals including Glastonbury and Bestival, they now supply independent retailers and supermarkets up and down the UK, including the likes of Marks & Spencer, Morrisons, Waitrose and Sainsbury’s.

Shaken Udder is now the UK’s number one premium milkshake brand, according to recent analysis by retail and consumer intelligence provider NielsenIQ.  It is also the highest selling dairy-free, plant-based ‘grab and go’ shake under its sister brand, Shaken Other.

Connecting more customers

LDC invested in the business for a minority stake to support the management team, led by Jodie and Andrew. With LDC’s support, Shaken Udder is set to further expand the company’s customer base, including into convenience stores, and continue to develop new products as well as have a greater focus on  brand marketing and explore international expansion.

‘Shaking’ up tradition

In 2023, Shaken Udder underwent a major rebrand including new packaging which was developed to emphasise the business’ premium taste credentials, launched its new ambient range including ‘Strawberry Dream’ which enables the shakes to have longer shelf-life and debuted its first ever TV advertising campaign in primetime slots on ITV.