Shaken Udder has chocs of NPD

Building up on chocolate in milk drinks

Pack shots of Shaken Udder Double Choc and White Choc milkshakes interchanging left to right.
Shaken Udder looks to capitalise on the chocolate flavour after popularity for it.

SHAKEN Udder has been milking its range for all it’s worth, with the launch of two new chocolate variants.

Available in Sainsbury’s stores now and in Tesco from the end October, Shaken Udder’s new Double Choc and White Chocolate milk drinks join the range aiming to capitalise on the popularity the brand has seen for chocolate flavours.

According to Nielsen IQ data, seven out of the top 10 performing SKUs in the milk drinks category are all chocolate flavoured, showing a clear consumer demand here.

White Choc has been made with “lashings of creamy white chocolate”, while Double Choc combines dark chocolate and Belgian chocolate for a more rich, velvety taste, Shaken Udder says.

The new chocolate flavours follow on from the launch of the brand’s Strawberry Dream variant, which came to market in August, as the brand expanded on its ambient range of milk drinks.

The new strawberry variant launched in a 330ml bottle and was initially available exclusively to the convenience channel with wholesalers AF Blakemore, CJ Lang, Nisa, Costcutter and JW Filshill. The Ambient range also includes the Chocolush and Vanillalicious flavours and all of them are HFSS compliant.

The milk drinks brand has been going from strength to strength so far this year as well, with Nielsen reporting a 15.3% growth in year-on-year sales. That has resulted in a total value of £25.7million and made Shaken Udder the UK’s number one premium milkshake brand.

Jo Abram, marketing director at Shaken Udder, said: “Chocolate has always been our most popular milkshake flavour, so we are delighted to launch two new mouth-watering chocolate flavours this autumn – Double Choc and White Choc.

“Both have an utterly delicious, indulgent taste while being HFSS compliant with less than 5% added sugar.”