YAZOO shakes up milk drinks in the mults!

YAZOO, the UK’s number one flavoured milk brand, is now available in two major grocery retailers. The milk drink will be available in over 2,000 Co-op stores and in 180 Sainsbury’s stores from January.

The news comes after a year of very positive growth for the adventurous and great-tasting milk drink. Flavoured Milk is a well-established soft drink segment currently worth a staggering £353m and still seeing incredible growth – +13.9% year on year[1]. Household penetration is strong with over 10m households buying into the category[2], making it an attractive proposition to both Co-op and Sainsbury’s who are looking to tap into this evolving market.

YAZOO will be in the limelight, stocked front of store in the chiller at Sainsbury’s where the Strawberry and Chocolate 400ml bottles will be available, and part of the flavoured milk fixture within Co-op stores. The Strawberry 400ml Price Marked Packs will be available in Co-op from this month, with Chocolate and Banana to follow in May. The prominent and relevant positioning is expected to attract new buyers and reaffirm the brand’s position as the number one flavoured milk brand in the UK.

Dan Chesbrough, Business Unit Controller of Grocery at FrieslandCampina comments: “This is a fantastic opportunity for YAZOO, we’ve been working really hard to maintain and grow our number one category position and it’s really paying off. We are confident both partners will see an uplift in sales. We will be supporting each listing digitally and also in-store to drive rate of sale.

“2020 is a very exciting year for YAZOO, we have big media campaigns planned, and whilst we can’t reveal too much just yet, we will be on TV again. Watch this space, as we plan to continue innovating the category.”

[1] IRI InfoScan Total Market, Flavoured Milk, Value sales 52 we 8.4.19

[2] Kantar WorldPanel Online Flavoured Milk Take-Home penetration 52 we 7.10.18