Milk brandYAZOO is set to “shake” up the milkshake category and inspire incremental growth with the launch of its new “Inspirations” range.
Available in wholesale and grocery now, the YAZOO 'Inspirations' range, featuring Birthday Cake and Caramel Blondie flavours, has been developed to capitalise on the growing consumer demand for indulgent, on-the-go treats and support driving incremental sales for retailers. With a recommended retail price of £1.50 and available in cases of 12, the new flavours offer a strong margin opportunity for retailers.
With consumers continuing to seek affordable “pick-me-up” moments, sales of dairy drinks are performing well, growing faster than the market at +28.4 per cent YOY. This success is buoyed by the performance of the YAZOO brand, which sells two bottles every second across the UK.
This presents a significant opportunity for retailers to cater to demand by offering a range of high-quality, indulgent products that satisfy the desire for great taste and value – from a brand that consumers know and trust. These unique flavours aim to drive incremental sales by attracting new customers and increasing basket spend.
Following an extensive R&D process, which included taste tests with over 2,000 consumers, the two new YAZOO flavours outperformed the leading indulgent flavoured milk in testing, with a higher overall appeal, purchase intent, and taste preference. Two-thirds of people felt that these flavours were unique to the market, with testing results demonstrating a 91 per cent concept appeal and a high purchase intent of 82 per cent.
"YAZOO has always been about delivering delicious and convenient milk flavoured drinks that consumers love," says Gabriella Sudall, Marketing Manager, FrieslandCampina UK Ltd. "With our new YAZOO Inspirations range, we're taking that to the next level. These unique flavours, inspired by popular treats, offer retailers a fantastic opportunity to tap into the growing demand for indulgent, on-the-go options and drive incremental sales. We're confident that Birthday Cake and Caramel Blondie will be a hit with both existing YAZOO fans and new customers alike."
Packaged in 100 per cent recycled plastic (rPET) bottles with easily peelable sleeves and tethered caps for effortless recycling, YAZOO Inspirations is as convenient as it is delicious. Consumer feedback directly influenced the packaging design, ensuring maximum shelf appeal and encouraging impulse trial.
YAZOO is supporting the launch with a robust £3m ATL media campaign invested in driving awareness, trial and loyalty and targeted support within both grocery and wholesale. The campaign kicks off with in-depot activity, including demo days with sampling, online support and OOH activity.
YAZOO Inspirations Birthday Cake and Caramel Blondie are available through all major wholesalers and distributors. Retailers should stock up now.
RRP:
- YAZOO Inspirations Birthday Cake flavour milkshake 300ml: £1.50
- YAZOO Inspirations Caramel Blondie flavour milkshake 300ml: £1.50
