Yeo Valley Arla flav milks

Source: Arla Foods 

They represent the Yeo Valley brand’s first move into the dairy drinks category

Yeo Valley Organic has taken its first move into the flavoured milk category with the launch of two new lines manufactured under its licensing partnership with Arla Foods.

The brand started rolling out flavoured milk in raspberry and chocolate flavours earlier this month into Sainsbury’s and Ocado (rsp: £2.50/750ml, reduced to £2 each on offer in Sainsbury’s).

Described as a “permissible treat” by Arla, the NPD is made using organic free-range milk and cocoa powder or real raspberry flavouring respectively, the dairy co-op said. They also had the benefit of being low in sugar and HFSS compliant, in addition to containing no artificial colours, flavours or sweeteners and being packaged in recyclable cartons.

The drinks were designed to “shake up” the dairy drinks category and capitalise on growing sales “that are being driven by a consumer desire for premium products in multiserve formats”, Arla added.

The flavoured milk category saw an increase in sales of 19.9% to £257.1m in the past year according to data for The Grocer’s 2021 Dairymen supplement [Kantar 52 w/e 16 May]. Penetration, meanwhile, increased by 52% [Kantar 52 w/e 8 August].

“We know around one third of the Yeo Valley Organic shopper base are already buying flavoured milks,” said Arla Foods UK’s brand manager for Yeo Valley Joe Wawrzyniak.

“By offering a tasty organic, responsibly made and packaged product, we’re confident we can drive penetration by tempting the other Yeo Valley Organic dairy fans to try this treat, as we continue to drive incremental value in premium drinks.”

Arla acquired the rights to Yeo Valley’s dairies business in 2018, and now manufactures a range of milks and cheese using the brand. Yeo Valley’s yoghurt business continues to be run by the Mead family.

Arla will support the launch of the flavoured milks with a shopper campaign, digital and social support and PR activity during the autumn.