From prank to product. Jimmy’s enters the Chocolate Milk category

Following a viral April Fools campaign that left shoppers demanding it be made into a reality, Jimmy’s is shaking things up with its new Iced Chocolate Milk.

Marking the brand’s first-ever product without coffee, this launch sees the Carlsberg Britvic-owned company venture beyond its iced coffee roots for the first time – a move that also marks the UK’s fastest growing iced coffee company’s[1] first entry into a new market. Available now in Ocado, the innovation is set to appeal to both new shoppers and existing Jimmy’s fans alike.

Jimmy’s Iced Chocolate Milk is available exclusively in a 500ml glass bottle – the fastest growing glass bottle format within the dairy category in the past year[2]. Designed for easy sharing, the glass format offers consumers a more premium way to enjoy flavoured milk, whilst offering retailers the perfect opportunity to drive at-home sharing occasions.

What’s more, the flavoured milks category has experienced a 74% growth over the last five years[3] and chocolate milk in particular has made up 49% of total value sales in the category[4]. This launch from Jimmy’s, a tried and trusted brand known for its excellent taste, is set to help retailers tap into this consumer demand and increase their flavoured milk sales with an appealing option.

Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic comments: “Our shoppers asked…so we listened. What started as an April Fools prank is now hitting the shelves. Jimmy’s Iced Coffee already has a 65% brand awareness among category shoppers[5], and as a trusted favourite, we knew we had to fulfil the requests for a delicious Iced Chocolate Milk following overwhelming consumer response. Given the reaction, it felt like the perfect time to enter a new category.

“We know that our loyal brand fans will be up for trying something different from Jimmy’s, and hope that we’ll recruit some new shoppers along the way too. The brand is already known for its great-tasting products, so combining a new flavour with our 500ml glass format will only enhance this perception with a premium at-home drinking experience”.

Available in Ocado now, the new Jimmy’s Iced Chocolate Milk will be available in a 500ml glass bottle format for an MRSP of £2.50.