Yazoo, the No.1 flavoured milk drinks brand from FrieslandCampina (IRI), is introducing a No Added Sugar milk drink. After more than two years in development, the new range is expected to generate in excess of £7 million in incremental sales in the milk drinks category in its first year.

Available to wholesalers and convenience retailers from September 2016, Yazoo No Added Sugar is the first milk drink of its kind to contain only naturally occurring sugars and no artificial sweeteners.

The fresh semi-skimmed milk used to make Yazoo milk drinks contains approximately 5% milk sugars called lactose. By harnessing an advanced manufacturing process which splits the lactose into glucose and galactose, FrieslandCampina has created a taste that is four times sweeter than lactose only. That means there is no need to add any extra sugar or artificial sweeteners to make the product taste great.

After extensive flavour testing, the new schools-approved product is being launched in three variants – Strawberry, Banana and Toffee – in a 200ml bottle, available individually at 50p rsp and in a four-pack (rsp £1.60).

To support the launch, FrieslandCampina is investing in a heavyweight marketing campaign to drive distribution, awareness and trial. Activity will include sampling plus PR and social media.

Tracey Barney, managing director of FrieslandCampina UK, says: “Yazoo No Added Sugar is the result of a £1 million investment and two years of research and product development. We are delighted with the feedback we have received from parents with children, who gave the product a big thumbs-up for its great taste, healthy credentials and purchase intent.”

Tel: FrieslandCampina (01403) 273273