Friesland has consistently promoted Peak, its flagship brand over the years but the changing market trends has favoured a variety of new offerings such as flavoured milk, flavoured yoghourt over traditional plain milk products.

Rivals such as Viju Milk, Promasidor (CowBell) and Nutricima (Bliss, Yo!, Nunu) have been quick to tap into this market segment ,leaving Friesland which is the market leader through Peak Milk to play catch up. Peak School Smart would expectedly help its parent gain market share in the sizeable school children snack market segment believed to be worth a billion naira per annum.