The UK total flavoured milk category is worth £515 million, an increase of 25% when compared to last year, according to latest research. Chocolate flavoured milk is the second largest subcategory worth £116 million, an increase of 12% over the past year.
In an eye-catching 350 ml PMP on-the-go bottle, Mars hopes to tap into the market with M&M’s Brownie Milk drink - a new flavour combination of chocolate brownies encased in an M&M’s shell and creamy milk.
Michelle Frost, general manager at Mars Chocolate Drinks and Treats said: “We believe that the strength of the M&M’s brand which is being supported by a £4 million media investment this year, combined with bright impulse bottles will attract new customers. While existing milk drink shoppers seek new products to try which in turn adds incremental spend to the category.
“Sales of our range of chocolate milk drinks are outperforming this important sub-category with 20% growth and we are confident that the launch of M&M’s Brownie Milk will see our sales continue to increase.”
The MCD&T milk drinks range also includes Mars, Mars Caramel, Maltesers, MilkyWay, Twix, Snickers, Bounty and Galaxy.
All SKUs are suitable for vegetarians and have no added sugar and Mars says that while best presented to shoppers in a chiller, the products can be ambient stored.