Jan 2015
EMMI EXPANDS PRODUCT OFFERING WITH NEW CHOCOLATE MILK RANGE
Stylish invitation encourages new consumers to flavoured milk category
Emmi has announced a bold step out of chilled coffee and into chocolate milk with its new line-up of delicious drinks set to hit retailers in January - Emmi CHOCO LAIT. The new chocolate milk range comes in two flavours, Original and Caramel for a sweet pick-me-up whilst on the go.
Within the flavoured milk drinks category, chocolate is the biggest segment, accounting for 42% of the sales of the total category. Chocolate flavoured milk drinks has grown by almost 8% year on year (AC Nielsen Scantrack, Grocery Multiples, 52 WE 08.11.14). Therefore we expect Emmi CHOCO LAIT to grow on a higher level, especially given that the market is currently dominated by brands targeting kids and teenagers, whereas Emmi CHOCO LAIT will be targeting a new shopper and occasion.
Emmi 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. As always quality is key - Emmi CHOCO LAIT product is made from carefully crafted ingredients, which includes Swiss chocolate couverture (high percentage cocoa butter chocolate commonly used in patisserie), made using raw cocoa beans which are gently roasted with great artisan skill, and fresh Swiss milk.
Laura Graham, Head of Marketing at Emmi commented: "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."
For further information, imagery or samples please contact a member of the team on: emmi@cowpr.com or ring 0207 234 9150
