Shaken Udder: extending its market-leading position

Shaken Udder is the UK’s #1 premium milkshake brand, blending milk with real ingredients to create a range of high-quality products that have ‘shaken up’ the UK’s milkshake market.

Founded in 2004 by husband-and-wife Jodie and Andrew Howie, Shaken Udder is headquartered in Tiptree, Essex. With the Co-Founders 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 Sainsbury’s, Tesco, Waitrose, Morrisons, ASDA, Co-op and Boots.

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 expanding the company’s customer baseand developing new products. The business has grown in supermarkets by disrupting the category; attracting new customers to milkshakes by offering a superior tasting product and a broader range of flavours.

‘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 which enables the shakes to have longer shelf-life.  Shaken Udder also debuted its first TV advertising campaign in primetime slots on ITV.

Shaken Udder most recently launched an exceptional tasting new range of protein milkshakes – the chocolate flavour won gold in the dairy drinks category at The Grocer’s 2024 New Product & Packaging Awards.

In March 2025, the business added two new flavours to its range of chilled milkshakes – a caramelised biscuit flavour called Scoff-The-Lot and Raspberry Ripple. These launched into Tesco, and Morrisons, with listings in other retailers following closely behind.