Emmi has announced the launch of a brand of chocolate milk to sit alongside its existing chilled coffee product line.
Choco Lait, which is available in original and caramel varieties, represents a considerable step away from Emmi Caffè Latte as it looks to attract a slightly older and largely female demographic. It cites the 42% share that chocolate milk has over the overall milk drinks market, and its 8% year-on-year growth, as evidence of greater consumer demand within the chocolate milk category.
The company said: “Choco Lait retains the brand’s iconic cup packaging that is designed for the convenience shopper, offering on-the-go refreshment and opening distribution. It seeks to appeal to a young, style-conscious female target audience currently not served by the chocolate milk category. The design features fresh, lively and uplifting artwork to create standout on shelf.
Laura Graham, head of marketing at Emmi, said: “The success of the Emmi Caffè Latte brand gives us a fantastic opportunity to broaden our horizons and bring those young, stylish female fans into other areas of the flavoured milk drink category. It’s a whole new proposition for us but the expertise Emmi has and our long experience creating style-forward, high-quality product assures us this is an exciting step in the right direction.”
Choco Lait is made from Swiss chocolate couverture and fresh Swiss milk. It will be available through Tesco, Ocado and various independent retailers beginning in January.
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