Chocolate M&M's milk drink in bottle

Source: Mars

Mars Chocolate, Drinks and Treats (MCD&T) has launched M&M’s Brownie Milk drink.

In a 350ml £1.49 PMP on-the-go bottle, M&M’s Brownie Milk drink combines chocolate brownies encased in an M&M’s shell with creamy milk.

The UK total flavoured milk category is worth £515m, an increase of 25% when compared to last year (IRI). Chocolate flavoured milk is the second largest subcategory worth £116m, an increase of 12% over the past year (IRI).

Within convenience sales total £224m (IRI) and are growing at a rate of 31% when compared to last year (IRI).

Michelle Frost, general manager at MCD&T says: “We believe that the strength of the M&M’s brand, which is being supported by a £4m media investment this year, combined with bright impulse bottles will attract new customers, while existing milk drink shoppers seek new products to try, which in turn adds incremental spend to the category.

“Sales of our range of chocolate milk drinks are outperforming this important sub-category with 20% growth and we are confident that the launch of M&M’s Brownie Milk will see our sales continue to increase.”

The MCD&T milk drinks range also includes Mars, Mars Caramel, Maltesers, MilkyWay, Twix, Snickers, Bounty and Galaxy.

All skus are suitable for vegetarians and have no added sugar. While best presented to shoppers in a chiller, the products can be ambient stored.