FLAVOURED MILK IN HIGH DEMAND

Thriving In Convenience

Flavoured milk continues to show phenomenal growth.

In the UK, the total flavoured milk category is now worth £565 million1 In 2022, 12.5 million people purchased a flavoured milk, an increase of 2.4% when compared to the previous year2

Across convenience, sales have grown by 22% over the past year, contributing 44% of total category sales with a value of £251 million3.

Mix Up Your Offering

While chocolate and coffee flavoured milks remain the category favourites, it is important to offer variety.

The inclusion of fruit and protein drinks plus specialist dietary alternatives such as oat milk drinks will satisfy different retailer requirements.

Category champions and well known brands such as Mars Milk, should be displayed prominently to entice shoppers to the chiller and other milk drink choices.

Innovation

As a category which continues to show phenomenal growth, manufacturers and brands are likely to continue to invest in product innovation to both attract new customers and excite existing category fans.

Clear signage to new products, particularly familiar brands, will help attract new customers to flavoured milk.

Mars Chocolate Drinks and Treats, has recently extended its range with the launch of a NEW M&M’s Brownie Milk drink.

In an eye catching 350ml PMP on the go bottle, M&M’s Brownie Milk drink is a delicious flavour combination of chocolate brownies encased in an M&M’s shell and creamy milk.

Reassure On Price

In these tough economic times, price marked packs (PMPs) reassure customers about price stability and help to drive repeat purchases week on week. In a recent study, a significant 77% of shoppers mentioned PMP as one of the triggers to purchase4

Michelle Frost, General Manager at MCD&T says:

Our range of milk drinks enable consumers to enjoy some of their favourite confectionery brands in a different format.

We believe that a combination of our iconic brands, on the go format and the eassurance to consumers of price stability through price marked packs are key sales drivers.

The Mars Milk Range

The Mars Chocolate Drinks and Treats 350ml milk drinks range includes Mars, Mars Caramel, Maltesers, MilkyWay, Twix, Snickers, Bounty, M&M’s Brownie and Galaxy.

All offer eye catching PMP packaging and an on the go sports cap. All skus are suitable for vegetarians and have no added sugar.

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