FrieslandCampina has diversified its Yazoo range with the introduction of a new HFSS-compliant milkshake format: Thick N’ Creamy.
The launch represents the first permanent NPD from the brand since 2016.
Thick N’ Creamy 300ml is available in two flavours – Indulgent Chocolate and Creamy Strawberry – in 300ml, £1.49 PMPs. On-pack visuals are designed to communicate the thick texture and creamy taste sensation of the product.
As sustainability is a key consideration for FrieslandCampina, the bottles are made from 100% RPET with tethered caps and new, peelable sleeves for easy recycling, whilst all the cocoa used in Yazoo’s chocolate products is certified by the Rainforest Alliance.
The launch is being supported by marketing investment of over £150,000, comprising organic social, paid digital, in-store support and in-depot PoS, with further amplification of the launch in 2024 as part of Yazoo’s upcoming broadcast campaign.
Maren Fuhrich, brand manager, says: “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 (IRI), means we are in the perfect position to bring light and lapsed buyers back into the category, and further boost its value.”Published Date: September 11, 2023