Caffè Latte owner Emmi is launching two RTD chocolate milk drinks targeted at women.
Choco Lait will be available in original and caramel flavours in 230ml cups at Tesco, independent stores and Ocado from 5 January (rsp: £1.35).
Swiss dairy giant Emmi is looking to tap the 8% year-on-year value growth in chocolate-flavoured drinks, which account for 42% of the sales of the total flavoured milk category [Nielsen Scantrack, grocery multiples 52 w/e 8 November 2014].
Choco Lait would attract new consumers to the category and mirror the success of Emmi’s Caffè Latte iced coffee range, said Emmi marketing head Laura Graham. “Chocolate drinks are currently dominated by brands targeting kids and teenagers, while Choco Lait will be targeting a new shopper and occasion.”
Packaged in the same cups as Emmi Caffè Latte, the drinks are made using Swiss chocolate couverture (a high-percentage cocoa butter chocolate often used in patisserie) rather than cocoa powder. They would appeal to “young, style-conscious shoppers not served by the category,” claimed Graham.