Yazoo launches Thick N' Creamy milkshake, first NPD since 2016  

Leading flavoured milk brand Yazoo has introduced a brand-new, HFSS-compliant, indulgent milkshake format: Thick N' Creamy, diversifying its portfolio.

The launch represents the first permanent NPD from the brand since 2016, proof of the serious investment in and backing of the proposition from parent company FrieslandCampina.

Thick N’ Creamy 300ml will be available in grocery and convenience channels from mid-September in two flavours - Indulgent Chocolate and Creamy Strawberry - with on-pack visuals communicating the thick texture and creamy taste sensation of the product within.

Yazoo said this milkshake offering will deliver an OTG treat in a unique and distinctive bottle shape featuring an eye-catching blue and gold logo colourway to immediately differentiate this upscale proposition on-shelf and attract both Yazoo loyalists and new shoppers alike.

Thick N’ Creamy offers an indulgent taste at an accessible price point that makes it an affordable treat, which consumers are turning to more and more in the current climate, using the ‘little and often’ rationale when larger-scale indulgences feel out of reach, the brand added.

Boosting the sustainability credentials, the bottles are made from 100% RPET with tethered caps and new, easy peelable sleeves to make recycling a doddle, whilst all the cocoa used in Yazoo’s chocolate products is certified by the Rainforest Alliance.

“Our own proprietary research has found that milk drink consumers identify as being in one of two camps: those who favour a thinner, more refreshing consistency, and those who prefer a thicker, more indulgent drink. Yazoo core caters brilliantly to those seeking a moment of flavourful refreshment, but Yazoo Thick N’ Creamy is perfectly positioned to appeal to shoppers craving a thicker, more indulgent milkshake,” Maren Fuhrich, brand manager at Yazoo, said.

“Within the flavoured milk sector, the indulgent subset is of growing consumer interest, and Yazoo’s position as number one, combined with Yazoo’s core 96 per cent brand awareness, means we are in the perfect position to bring light and lapsed buyers back into the category, and further boost its value. After all, if anyone knows how to deliver a great tasting flavoured milk with wide appeal, it's us!”

The launch will be supported by marketing investment of over £150,000, comprising organic social, paid digital, in-store support and in-depot POS, with further amplification of the launch set to go live in 2024, as part of Yazoo’s upcoming broadcast campaign.