As part of a repositioning plan begun in 2014, Natrel has completed another key step in its brand redeployment. It seized the opportunity to engage more closely with its customers by reaching them at their daily stop: Montreal cafés! In partnership with the local java u café chain, Natrel has launched its first-ever flagship Milk Bar in the trendy Griffintown neighbourhood, redefining the typical coffee offering.

The concept’s playfulness can be felt throughout the Natrel Milk Bar’s unique space. Consumers are immersed in a world of dairy, from the Milk Bar’s visual and architectural elements to a seasonal menu featuring Natrel products. To anchor the brand firmly within its environment, the Milk Bar’s design and merchandise offering draw heavily from Montreal icons.