Dairy cooperative FrieslandCampina has launched luxury chocolate milk drink Chocomel into the UK market.
Aiming to tap into the ‘Impulse’ market for on-the-go snacking, Chocomel is available to wholesale and convenience channels in a single-serving ‘to-go’ 250ml can at an RRP of £1.65.
A consumer favourite in its native Netherlands, Chocomel has been enjoyed for over 80 years – and according to FrieslandCampina, eight cups of Chocomel are drunk there every single second.
Kate Allison, marketing manager for FrieslandCampina, said: “Chocomel has a unique premium taste. We know it’s going to be extremely popular, as it has already accumulated over £0.5m within convenience, and this was driven by guerrilla distribution alone.”
The move comes just one month after the company’s new managing director, Will Jones, announced his ambitions for the organisation and hinted at new launches within the UK.
© FoodBev Media Ltd 2019