d milk category continues to grow at a rate of 19%, with chocolate milk remaining the category’s favourite flavour with a 34% share of value sales.Innovation within the category has also seen flavours outside of the core varieties, chocolate, banana and strawberry, grow by 40%, accounting for 23% of total value sales.
In line with this growth trend, Mars Chocolate Drinks and Treats has announced two new flavours to its 350ml milk drinks range with the arrival of Skittles Shake and Snickers Shake.
Available now, these new flavours extend the company’s range of milk drinks which feature some of the nation’s top selling chocolate brands.
The new Snickers Shake matches the chocolate bar’s combination of caramel, nougat and chocolate combined with the twist from roasted peanuts.
The Skittles Shake has a fruity flavour, making it more of a summer beverage.
The full 350ml milk drink line-up now includes Bounty, Galaxy, Mars, Mars Caramel, Milkyway, Skittles, Snickers and Starburst, giving consumers the opportunity to experience even more of confectionery brands in a milk drink.
All of the milk drinks in the Mars Chocolate Drinks range are ambient allowing for easy storage and an extended shelf life.
Michelle Frost, general manager for Mars Chocolate Drinks & Treats said:
“These new flavours offer the category something fresh and exciting.
“We believe that these innovative and fun flavours will entice new consumers into the category.”
Mars Chocolate Drinks and Treats will continue to introduce new innovative flavours to encourage new entrants into the market throughout 2014.
Marketing plans include advertising, trade support and a consumer campaign which will be launched in the summer.
