Mars Chocolate Drinks and Treats (MCD&T) has expanded its range of canned milk drinks with the launch of Milky Way Milk (250ml).
Milky Way Milk combines the taste of Milky Way chocolate in a smooth milk. The launch comes at a time when the flavoured milk category is growing at 11.9% (IRI), with milk drinks from Mars generating annual sales of £18.5m in the year to 6 July.
Following last year’s introduction of Mars and Galaxy milk drinks in cans, the move is part of the company’s ongoing commitment to more sustainable packaging solutions. Over the past three years, the flavoured milk market has seen a shift toward more sustainable packaging. Sales of milk in cans have increased by more than five million, reflecting a 13% growth, while sales of plastic bottles have declined by 11% during the same period.
Michelle Frost, General Manager at MCD&T, said: “The can format allows us to offer a more sustainable choice that’s easier for consumers to recycle. In addition to its sustainable properties, the range of cans are also suitable for vegetarians, have no added sugar and are non-HFSS.
“We are looking to extend the range available in cans beyond Mars, Milky Way and Galaxy in 2025.”
Milky Way Milk is rolling out in the convenience channel as well as Iceland and Morrisons stores with an RSP of £1.25 per can.
