Flavoured milks continue to grow in popularity, both as a take home treat or to enjoy whilst out and about, and the entire category has been supported by the trend for premiumisation. FrieslandCampina’s premium chocolate milk brand, Chocomel, is now worth £10.3m[1] and growing 133% YoY[2], proving that people are happy to pay more for indulgence that doesn’t break the bank.

Chocomel is committed to driving growth in the category and has just kicked off six months of high-profile promotional activity, with a hero TV advert designed to raise brand awareness and increase penetration under the banner: ‘When Life Gives You Chocomel’. Building on the success of last year’s memorable TVC, that saw over 300% growth in penetration[3] and a staggering +100% increase in ROS[4], this campaign is part of a striking hero creative that is running concurrently both in Belgium and on Chocomel’s home turf of the Netherlands. The advert is set to reach 86% of UK adults via TV, cinema, VOD and other digital platforms, reinforcing brand resonance with existing Chocomel fans and delivering recognition with a new subset of consumers through a media investment of over £5m.

With this increased visibility, shoppers will be on the lookout for Chocomel, so ensuring products are merchandised correctly is key. Available in a fully recyclable PMP can format, Chocomel is ideal to place in the chiller alongside traditional flavoured milks and soft drinks, offering a premium alternative to the category. Its distinctive yellow packaging stands out on shelf and can really help retailers’ chiller sections pop. Expanding your offering is also key, so ensure you are stocking various sizes and formats – consumers are likely to continue shopping less frequently this year and will stock up on larger formats to ensure they do not run out of their favourite brands.

[1] IRI EPOS Data 52 W/e 04/11/2023

[2] IRI EPOS Data.  Period Ending: 2 Dec

[3] Kantar, Worldpanel, PE: 14-May 23

[4] Grocery Mults EPOS, 17.04/2023 – 04/09/2023