Launching in a 1l tetra pack, the variety uses an exclusive cashew nut and pea milk formulation which the supplier says has been rated as 93% positive in advance taste tests, with 48% of testers unable to fault the product at all.
Its launch comes as the premium milk drinks category has grown by 51% year on year, with Chocomel outpacing the overall category at 81%.
The supplier says attracting new users has been key to this growth, so opening the brand up to a new demographic is key to further growth. Recent Mintel research suggests 32% of UK consumers are regularly consuming plant-based milks, with this figure set to grow.
Gabriella Sudall, marketing manager NPD (Chocomel) at FrieslandCampina UK, said: “Delivering a plant-based product to the market is a big step forward in Chocomel’s development within the UK. Dairy remains a key pillar of our FrieslandCampina product offering, but we want to make sure that we meet – and exceed – the desire of many consumers who enjoy both dairy and non-dairy products.”
“A 2021 YouGov survey found that 3% of people in the UK are vegan and this is currently on the rise. For Chocomel Plant-Based, it was vital to get the thick and creamy texture as close to the original as possible. Our technical team has worked tirelessly to ensure we are able to recreate Chocomel’s famous velvety and chocolatey taste, and we’ve been genuinely delighted with the results – and so have our shoppers.”
Sudall added that a January launch means Chocomel Plant-based can also work as a warm serve.
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