Flavoured milk brand YAZOO is looking to boost its growth with the launch of its new ‘Inspirations’ range.
Rolling out in the wholesale and grocery channels, the ‘Inspirations’ range, featuring Birthday Cake and Caramel Blondie flavours, has been developed to capitalise on the growing consumer demand for indulgent, on-the-go treats and support driving incremental sales for retailers. With a recommended retail price of £1.50 (300ml) and available in cases of 12, the new flavours are said to offer a strong margin opportunity for retailers.
The brand noted that with consumers continuing to seek affordable ‘pick-me-up’ moments, sales of dairy drinks are performing well, growing faster than the market at 28.4% YOY.
Following an R&D process, which included taste tests with over 2,000 consumers, the two new YAZOO flavours outperformed the leading indulgent flavoured milk in testing, with a higher overall appeal, purchase intent, and taste preference. Two-thirds of people felt that these flavours were unique to the market, with testing results demonstrating a 91% concept appeal and a high purchase intent of 82%.
“YAZOO has always been about delivering delicious and convenient milk-flavoured drinks that consumers love,” said Gabriella Sudall, Marketing Manager, FrieslandCampina UK.
“With our new YAZOO Inspirations range, we’re taking that to the next level. These unique flavours, inspired by popular treats, offer retailers a fantastic opportunity to tap into the growing demand for indulgent, on-the-go options and drive incremental sales. We’re confident that Birthday Cake and Caramel Blondie will be a hit with both existing YAZOO fans and new customers alike.”
YAZOO is supporting the launch with a £3m ATL media campaign invested in driving awareness, trial and loyalty, with targeted support in both grocery and wholesale. The campaign kicks off with in-depot activity, including sampling, online support and OOH activity.
