Pascual
How do you make milk milk again?
Pascual wanted milk to regain its relevance in the home. Together with the brand, we transformed its portfolio so that a single raw material could answer three ways of caring for yourself.
Impact
4
Varieties, one shared identity
A more coherent portfolio system, easier to recognise and navigate.
→
More clarity on the shelf
A new expression designed to strengthen Pascual's identification and differentiate each variety.
39%
New buyers
Nearly 4 in 10 Lateado buyers didn't previously consume milkshake category products.
2,8M
Bottles sold
Lateado reached €1.3 million in sales and entered over 400,000 homes.
6,8%
Share
In 2026, Movit reached its highest share since 2023, up from 5.6% in March 2025.
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Growth across all targets
The brand gained buyers, with the strongest advance among senior consumers.
1,8%
Penetration in one year
In distribution, above the average for category launches.
N.º 1
In driving growth
Lateado led value growth in non-protein milkshakes, a category that grew €3.5 million (+1.8%).
30%
Repeat rate
Repeat rate reached 30%, versus 17% and 15% for the competitors covered in the client's analysis.
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Selected projects, thoughtfully built.
