# Refreshing Milk-Based Beverage Pop-Ups Nesquik Celebrates Its Anniversary with a Pop-Up Shop in LA By Kalin Ned | Published 2018-07-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/milkbased-beverage References: [nesquik](https://www.nesquik.com/milk-stop) Parent company [NESTLÉ](https://www.trendhunter.com/trends/nesquick) celebrates the 70th anniversary of its [Nesquik](https://www.trendhunter.com/trends/nestl-nesquik-cinnamon-churro) brand by way of a week-long pop-up experience that will offer guests delicious milk-based beverages that boast the nutritional power of the main ingredient. The event will be held in Los Angeles, California and will be available to the public on Saturday, July 21st. To ensure the best possible experience to the consumer, Nesquik partners up with restaurateur and host of Cooking Channel’s ‘Late Nite Eats,’ Chef Jordan Andino. The results of this collaboration are gourmet-ready milk-based beverage offerings that play on Nesquik’s taste, texture and nutritional values. In addition, guests will be able to sample the brand’s ready-to-drink products, as well as customize their own creations. The [milk-based beverage pop-up](https://www.trendhunter.com/trends/the-pint-of-no-return) will incorporate interactive elements and shareable photo opportunities, in order to engage its audience and allow for an inclusive social media promotion. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 65% | Activity: 89% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Customized Milk-based Beverages:** The rise of pop-up shops that allow consumers to customize their milk-based beverages presents a disruptive innovation opportunity for beverage companies to engage with their customers and create personalized experiences. - **Gourmet Milk-based Beverages:** The collaboration between Nesquik and Chef Jordan Andino highlights the trend of creating gourmet milk-based beverages, opening up opportunities for chefs, restaurants, and beverage companies to experiment with unique flavors and premium ingredients. - **Interactive Pop-up Experiences:** The inclusion of interactive elements and shareable photo opportunities in the Nesquik pop-up shop showcases the growing trend of interactive pop-up experiences, creating opportunities for companies to engage with their audience in a memorable way. ### Who This Affects Most - **Beverage Industry:** The rise of customized milk-based beverage pop-ups presents a disruptive innovation opportunity for beverage companies to explore new flavors, ingredients, and customization options to cater to the evolving preferences of consumers. - **Restaurant Industry:** The collaboration between Nesquik and Chef Jordan Andino opens up opportunities for restaurants to incorporate gourmet milk-based beverages into their menus, offering unique and indulgent options. - **Event Planning Industry:** The trend of interactive pop-up experiences, like the Nesquik pop-up shop, creates opportunities for event planning companies to design engaging and interactive experiences for brands, helping them reach their target audience in a memorable way. ## Related on Trend Hunter - [Nutrition-Forward Treat Shop Pop-Ups](https://www.trendhunter.com/trends/treat-shoppe.md) - [Protein Ice Cream Pop-Ups](https://www.trendhunter.com/trends/scoop-shop-in-nyc.md) - [Dessert-Inspired Candy Experiences](https://www.trendhunter.com/trends/hichew-dessert-mix-experience.md) - [Churro-Flavored Drink Mixes](https://www.trendhunter.com/trends/nestl-nesquik-cinnamon-churro.md) - [Ice Cream Sandwich Pop-Ups](https://www.trendhunter.com/trends/chips-ahoy-popup.md) - [Nostalgic Branded Pop-Up Events](https://www.trendhunter.com/trends/new-york-city-popup-event.md) - [Immersive Coffee Pop-Ups](https://www.trendhunter.com/trends/ninja-luxe-caf.md) - [Reimagined Milkshake Mascots](https://www.trendhunter.com/trends/nesquick.md) - [Collectible Treat Pop-Ups](https://www.trendhunter.com/trends/the-kind-frozen-bar.md)