First Milk has announced yet another new product launch for the Lake District Dairy Co, extending the brand into the fast-growing RTD coffee drinks market.
Lake District Caffe Latte is available in two variants – original and vanilla – and will go into Asda shortly (rsp: £1.30). The drinks are made with fresh British milk and Arabica coffee and – in line with the rest of the Lake District range - carry an on-pack flash highlighting First Milk’s British farming credentials.
“Consumers will find Lake District Caffe Latte, made with fresh milk, to be the British alternative to UHT (longlife) coffee brands from Europe, which currently dominate the RTD coffee sector,” said marketing director David Young.
Worth £5.9m, chilled coffee drinks are one of the fastest-growing sub-categories in the milkshakes and milk drinks sector, growing by 45% in value and 49% in volume during the 52 weeks to 9 June. This compares with 9.3% value and 6% volume growth in the wider milk drinks market [Kantar Worldpanel / The Grocer Dairymen].
Lake District Caffe Latte is the latest in a recent flurry of new Lake District product initiatives from First Milk. Originally launched as a Cheddar brand only, Lake District was extended into quark soft cheese in the spring, followed by a move into fruit-based milk drinks under the FruMoo brand and the launch of a range of regional British cheeses in September.
“With the launch of quark, Frumoo and now Caffe Latte, The Lake District Dairy Co is establishing itself as a versatile brand, capable of entering a number of different markets with its nutritious and wholesome approach to dairy,” said Young.