The UK’s number one flavoured milk drink brand[1] has announced its new limited edition flavour Choc Caramel.
Available from April, the flavour will launch exclusively in convenience with a 400ml £1 price mark packs and the standard 400ml format (RSP £1.15) will be launching next month.
The launch follows the success of YAZOO Choc Mint, which it will replace. The Choc Mint SKU was a huge hit with consumers, becoming a £1m flavour within just five months in the convenience channel[2].
Wayne Thompson, Customer Marketing Manager at FrieslandCampina said: “We’ve seen how popular our limited edition flavours are, but we also know how important it is to keep the dairy drinks fixture fresh. Taste is a key driver of the category, and our target audience of 16-24 year olds are always looking for new flavours to try.
“While caramel is a classic flavour, it remains a taste trend. We’ve seen a host of caramel launches over the past twelve months, from ice cream to yoghurts, coffee, even cocktails. Chocolate and caramel go so well together, and create that indulgence shoppers want from our limited edition offer.”YAZOO is a £59million brand, and is in growth, we’ve seen in the last year 15% of consumers have switched to flavoured milk from soft drinks[3].
The launch will be supported with a digital activation campaign.
[1] IRI EPOS Data: Total Market Flavoured Milk 52 w/e 6/01/18 value sales
[2] IRI InfoScan, value sales, symbols and independents grocer 4 we 28.4.18
[3] Mintel – Added Value in Dairy Drinks, Milk & Cream – April 2018
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