Mars has waded into the rapidly growing RTD coffee category with two mocha lattes under its Galaxy chocolate brand.
Galaxy Café Double Shot Mocha Latte and Galaxy Café Skinny Mocha Latte started rolling out into Tesco on 20 June at £1.49 for 230ml or 2 for £2.
The lattes are made with UHT milk and contain Galaxy chocolate and coffee extract. They are ambient and have a seven-month shelf life, but Mars recommends they be merchandised and consumed chilled.
Sales of coffee flavoured milk drinks in the mults have increased by about 40% over the past 12 months to nearly £12m [IRI 52 w/e 19 May].
Mars is joining an increasingly crowded category, with established players such as Emmi, Starbucks (manufactured by Arla), Illy and Jimmy’s Iced Coffee, but Mars trade communications manager Bep Dhaliwal said the company was confident that the new Galaxy lattes would be a “huge success” in the category. “They appeal to iced coffee, chocolate milk and Galaxy fans,” she added.
The Galaxy brand is already used to sell hot chocolate drinks and milkshakes.