Leeds-based brand communications agency, Principles, has added another brand to its portfolio, following its appointment by Crediton Dairy to develop the strategic brand positioning and creative platform for the Devon-based dairy’s leading Pro Mlk brand.
Pro Mlk, which has enjoyed exceptional growth ahead of the category average since its launch in 2021, is among the fastest growing protein milkshake brands and now holds distribution across all of the major retailers.
Principles’ role will be to help Pro Mlk carve out a strategic position in a rapidly evolving market and to develop a distinctive creative platform on which the brand can build awareness and relevance through all channels for the long term.
Abigail Kelly, head of marketing & insight at Crediton Dairy, which is also the dairy behind the UK’s second biggest iced-coffee brand Arctic Coffee, said: “This is an exciting and important time for Pro Mlk. The brand’s rapid growth in such a short time shows how great the product is and the potential it has.
We’re looking forward to working with the team at Principles to establish a position in the market for the long term”
Ben Norman, strategy director at Principles, added: “The hard work is already done with Pro Mlk, it’s a great product in strong growth with healthy distribution, so we couldn’t be happier to be working on it.
“In a category that’s growing and evolving so quickly, with so many new entrants, Pro Mlk could go in one of a hundred directions, so it’s our job to help the brand focus on holding a very clear place in the mind, and the market.”
The appointment gets 2026 moving following a busy 2025 for Principles, during which the agency added a number of new clients to its portfolio, including CK Tools and plant-based brand Live Kindly. Principles Agency, based in Headingley, Leeds, is one of Yorkshire’s leading full-service creative communications agencies. Other clients include cleaning brand Astonish, healthy snack brand Harvest Snaps and cultivated meat pet food Meatly.
