Baileys is undergoing another innovation - this time as an accompaniment to coffee.
Baileys For Coffee is a box of 10 pouches containing 20ml serves of Baileys Original Irish Cream, which is being trialled at Waitrose (rsp: £3.99).
The product is sited in the hot drinks aisle next to Nescafé.
It follows recent extensions to the brand, including the successful Baileys Glide and Baileys Minis, with the aim of building sales outside the key Christmas trading period when it achieves 60% volume.
Diageo is experimenting with value-building single serves, with the launch this summer of Pyramix, nine 30ml serves of its best-selling spirits.
Senior brand manager Josephine Villegas said: “Baileys For Coffee allows consumers to enjoy the Baileys they love in their coffee, while offering ease of use and convenience.”
The product will undergo a six-month trial and is being supported by money-off vouchers, free samples to Ocado coffee shoppers and in-store sampling at 50 stores.
A second round of activity is planned for February.