Minecraft Launches into Australian Food Market

Minecraft has launched into the Australian food and beverage category for the first time with a new range of flavoured milks made by Norco Co-operative, Australia’s oldest and largest dairy co-operative.

This deal with Norco was brokered by FMCG specialist agency Asembl on behalf of Merchantwise, the brand licensing agency for Minecraft in Australia and New Zealand.  Both Asembl and Merchantwise are part of the Merchantwise Group.

Served up in a new 375ml single serve size and more delicious and sustaining than a ‘bucket of milk’ the four Norco Minecraft flavoured milks are now available in Woolworths, Coles and Independent Supermarkets.  

With no added sugar and lactose free, the four flavours – Choc Charger, Lime Lightning, Strawberry Slam and Caramel Chug, all have a four-star health rating and have been inspired by the very game that Aussies of all ages are completely obsessed with.

Ben Menzies, Norco General Manager of Commercial and Strategy said, “Norco shares with Minecraft a mission to build a better world, through the sustainability of the dairy industry, producing award-winning milk and creative innovation.  We hope Minecraft fans enjoy exploring the world of flavour we have created.  Milk is one of the most nutritious drinks available providing hydration that’s high in protein, an excellent source of calcium, vitamin B12 and contains natural electrolytes.  All of this, plus Norco’s award-winning touch, makes the new Norco Minecraft range the go-to drink choice for gamers, young and old, to help fuel those endless hours of gaming and sustain optimal performance in the world of the unknown,”.  

Merchantwise Managing Director Kerryn McCormack said, “Together with Asembl we are thrilled to be extending the Minecraft brand into the food and beverage category for the very first time here in Australia.  Through this launch with Norco Co-operative Australian Minecraft fans can now enjoy their favourite brand as nutritious flavoured milks with no added sugar and a four-star health rating,”.