Yeo Valley has entered the flavoured milks market with the launch of its new Yeo Valley Organic’s chocolate and raspberry drinks.
The move comes as the company aims to “capitalise on the growing category” which has seen the demand for flavoured milk spike by £9.2 million year on year with a 52 per cent increase in market penetration.
According to the producer, the range is set to provide a “permissible treat” for health-conscious consumers, with both products reportedly low in sugar with no artificial colours, sweeteners or flavours.
The business added that the products contain “organic free-range milk, cocoa powder and real raspberry juice.”
The drinks are HFSS compliant and come in sustainably sourced recyclable 750ml cartons.
The selection is initially set to feature the chocolate and raspberry flavours with additional options to come further down the line.
“We know that around one third of the Yeo Valley Organic shopper base are already buying flavoured milks,” Arla representative Joe Wawrzyniak said.
“By offering a tasty, organic, responsibly made and packaged product, we’re confident that we can drive penetration by tempting the other Yeo Valley Organic dairy fans to try this treat as we continue to drive incremental value in the premium drinks sub-category.
“Based on our current roll out plan, we believe we can drive £5.6 million in to the sub category by year three.”