‘Minecraft’ Launches into the Australian Food and Beverage Category‘Minecraft’ Launches into the Australian Food and Beverage Category

“Minecraft” has launched into the Australian food and beverage category for the first time with a new range of flavored 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 the four Norco “Minecraft-” flavored milks are now available in Woolworths, Coles and independent supermarkets.   

With no added sugar and lactose free, the four flavors – 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. 

 “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,” says Ben Menzies, general manager, commercial and strategy, Norco. “We hope Minecraft fans enjoy exploring the world of flavor 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.”   

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 “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,” says Kerryn McCormack, managing director, Merchantwise. “Through this launch with Norco Co-operative Australian Minecraft fans can now enjoy their favorite brand as nutritious flavored milks with no added sugar and a four-star health rating.”