Downloads On-the-go dairy drinks have taken a beating. As Brits hunkered down at home, impulse occasions staggered to a halt. That much is evident in the figures. While take-home value sales soared by 15.5% (£81.3m) to £606.1m, impulse fell by almost £107m to £206.3m amid the cycle of lockdowns [Kantar 52 w/e 27 December 2020]. As such, big brands with a strong on-the-go presence suffered black eyes. The value of Weetabix’s breakfast drinks fell by a bruising 30.5%, a loss of £4.3m, while Mars’ drinks shed £1.7m (12.8%) on volumes down 15% [Nielsen 52 w/e 2 January 2021]. And Müller’s milkshake brand Frijj, which was already on the ropes before the pandemic, was slammed with a 28.8% loss (£9.3m) in value and 35.5% decline in volumes [Nielsen].