Primo Flavour Labs is an insight into Primo’s innovation lab. We take a look at the accidental successes, the on-purpose successes, and the complete failures that happen when crafting New Zealand’s yummiest flavoured milk. It launches with a series of online videos showing a few of our own flavor experiments, then invites young New Zealanders to get involved. Their task – to leave no stone unturned in finding the next great Primo flavour. The best entry won $10k.