Yazoo is diversifying its range with the launch of the Thick N’ Creamy milkshake format.

The non-HFSS range is the brand’s first NPD launch since 2016. It is available in 300ml bottles in Indulgent Chocolate and Creamy Strawberry varieties, with a £1.49 price mark.

Independent retailers can stock the new range from Unitas, Bestway, Spar and Sugro.

The bottles feature a blue and gold colourway to help the range distinguish itself from competitors and other Yazoo lines, to appeal to Yazoo shoppers and new customers.

They are also made from 100% RPET with tethered caps and peelable sleeves to make recycling easier.

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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.”

Parent company FrieslandCampina will support the launch with a £150,000 marketing investment, comprising social media, digital, in-store and in-depot PoS.

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