Flavoured milk brand YAZOO is diversifying its portfolio with the introduction of a new, HFSS-compliant milkshake format called Thick N’ Creamy.
It will be available in grocery and convenience channels from mid-September in two flavours – Indulgent Chocolate and Creamy Strawberry (300ml – £1.49 PMP) – with on-pack visuals communicating the thick texture and creamy taste of the product.
The brand stated that Thick N’ Creamy offers an indulgent taste at an accessible price point that makes it an affordable treat, which consumers are turning to more and more in the current climate.
The launch will be supported by a marketing investment of over £150k, comprising organic social, paid digital, in-store support and in-depot POS, with further amplification of the launch set to go live in 2024 as part of YAZOO’s upcoming broadcast campaign.
Maren Fuhrich, Brand Manager at YAZOO, said: “Our own proprietary research has found that milk drink consumers identify as being in one of two camps: those who favour a thinner, more refreshing consistency, and those who prefer a thicker, more indulgent drink. YAZOO core caters brilliantly to those seeking a moment of flavourful refreshment, but YAZOO Thick N’ Creamy is perfectly positioned to appeal to shoppers craving a thicker, more indulgent milkshake.
“Within the flavoured milk sector, the indulgent subset is of growing consumer interest, and YAZOO’s position as number one, combined with YAZOO’S core 96% brand awareness, means we are in the perfect position to bring light and lapsed buyers back into the category, and further boost its value. After all, if anyone knows how to deliver a great-tasting flavoured milk with wide appeal, it’s us!”
