Harper Adams University College graduates William Jones and Harry Blake are on a mission to make milk topple the pops – and bottled water – in the drinks market.

William, 23, and Harry, 22, have created Earlsdale Milkshakes using milk sourced from the university’s farm.

The pair are now launching their first drink, a chocolate milkshake containing extra natural ingredients, at Harper Adams county farmers’ market on July 3.

William, from Habberley near Shrewsbury, graduated from Harper Adams, near Newport, last year having studied agri-food marketing with business studies.

He said: “Milk is seen as a bland commodity – so much so that it is retailed for less than the price of bottled water.

“Growing up on a dairy farm, I found this disheartening.

“We believe that with the help of the Regional Food Academy we have created a drink that will reignite consumers’ tastes for milk.”

A strawberry and banana flavour will follow their first flavour and the products will be sold at shows and markets throughout Shropshire.

There are also plans in place to expand into other counties before the product is stocked in supermarkets nationwide.

Harry, from Nantwich, said: “We chose to launch the chocolate flavour at this farmers’ market in particular, because we have been working with the Regional Food Academy based at Harper Adams for some time now.

“They have been helping us during the product development stage, testing and evaluating the flavours and textures through sensory evaluation.

“It was then suggested that the Harper farmers’ market would be a great platform to launch the drink considering its past success at drawing in customers.”

Sue Henderson, farmers’ market coordinator, said: “It’s fantastic that Earlsdale Milkshakes have chosen the Harper Adams farmers’ market to launch their product.”

“There will be quite a few new stalls compared to previous events, and of course the scarecrow competition, so hopefully there will be something for everyone.”

The farmers’ market will take place from 10am until 2pm on July 3 and will feature several new stalls, including the Snoggable Garlic Company, Simply Crepes, Bubbling Stove and Guernsleigh Cheese.

Children are being encouraged to enter the scariest scarecrow competition with a £50 prize for the winner.

By Paul Mannion