FrieslandCampina has launched Chocomel, a Dutch brand of chocolate-flavoured milk, into the UK.

Tapping into the impulse market, this indulgent drink is now available to wholesale and convenience channels in single-serving ‘to-go’ 250ml can (RRP: £1.65).

Kate Allison, marketing manager for FrieslandCampina, said: “For more than 80 years, Chocomel has been a firm favourite in the Netherlands. We’ve already seen this success replicated in other countries such as Belgium and now the time feels right to bring it to the UK.”

“We know it’s going to be extremely popular, as it has already accumulated over £0.5m within convenience, and this was driven by guerrilla distribution alone.”

The move comes just one month after the company’s new managing director, Will Jones, announced his big ambitions for the organisation and hinted at new launches within the UK.