Milk Link is about to launch Moo Chocolate Creaminess, one of the first products from its new Innovation Centre.

The extended life milk is going into Sainsbury's, Morrisons, Budgens and Nisa stores now [rsp: £1.49].

Chocolate Creaminess was developed in response to demand for more chocolate-flavoured products, said senior brand manager Michelle Bloom. Chocolate flavoured milks account for 37% of flavoured milk, with the sub-category growing 6% year-on-year [TNS 52w/e 4 Oct 09].