Premium milk drink Chocomel has announced an inaugural price marked pack (PMP) value offer for its 250ml cans, with further plans to continue this offer across its share pack this summer.

Designed to help retailers boost their on-the-go beverage sales, drive impulse purchases, and bring incremental shoppers into the category, Chocomel’s latest £1.69 offering is currently available in convenience channels.

Coinciding with Chocomel’s latest £10m TV campaign, under the banner ‘Sharing Not Required’, expected to reach 80 per cent of UK adults 8 times, Chocomel said there’s never been a better time for retailers to stock the product.

Within retail, the launch will be supported by van sales to drive distribution, in-depot takeovers in partnership with customers, and quick commerce support.

“As Chocomel performs so strongly across convenience and impulse shoppers, we saw a truly exciting opportunity to further increase category frequency with an exciting new PMP offer,” Gabriella Sudall, marketing manager NPD at FrieslandCampina UK, said.

“As well as this, we’re pleased we can continue to offer great value to consumers in this channel with the PMP, protecting retailer margins whilst ensuring a positive price perception among shoppers. As purse strings tighten, it’s important that we deliver compelling and competitive value for money for our customers, and support retailers in driving their premium milk drink sales, whilst remaining front of mind with those looking for a deliciously indulgent, premium drink.”