Chocomel: Chocs away!

ADVERTORIAL: As the Netherlands’ best-kept secret continues to see sales soar, are you making the most of the Chocomel opportunity?

With its bright and cheery yellow packaging, there’s no mistaking Chocomel. And as UK sales continue to soar, expect to see the iconic brand popping up in chillers right across the nation.

First introduced in 1932, Chocomel (named after the Dutch words for chocolate and milk added together – chocolade and melk) quickly established itself as one of the Netherlands’ best-kept secrets, before word spread across Western Europe making it one of the top-selling Dutch brands.

It was then brought to the UK in 2019 by FrieslandCampina where it has seen huge sales success as consumers quickly embraced its distinctive creamy, chocolate taste.

“Chocomel is the ultimate taste of nostalgia,” says Dan Chesbrough, UK sales director, FrieslandCampina.

“It is rich and smooth, and the first sip can instantly take you back to your childhood or remind you of your early travels or holidays abroad. Its vibrant, distinctive branding also means it’s really easy to spot and can instantly transport you back in time.”

This taste of nostalgia has been a hit with UK consumers, as the brand has grown more than 35% 1 in the past two years. Now worth £10m [1], Chocomel is one of the fastest-growing major milk brands and is the nation’s number-one premium milkshake in convenience [1]. This offers wholesalers and retailers a huge opportunity to drive sales.

“At any time of economic crisis, where consumers are watching every penny they spend, while they may rein in the big-ticket items, there is still a demand for affordable everyday luxuries, and Chocomel is perfect to give yourself a boost,” says Dan.

In addition, Chocomel is actually driving incremental spend in store.

“What is brilliant is that 60% of consumers who bought Chocomel are brand new to the category [2] (internal brand tracking), and we can only see this increasing as we expand the portfolio further,” says Dan. “We also know that Chocomel appeals to a different audience versus the current milkshake offering [2].”

While it may be a flavoured milk drink, a segment traditionally aimed at younger consumers, Chocomel is enjoyed by their parents too.

“Absolutely,” agrees Dan. “Because of its richer taste and higher cocoa content, it’s a premium product that is perfect for adults to enjoy, and this is reflected in our marketing campaigns which are targeting adult consumers and encouraging them to indulge in their playful side.”

EXPANSION

Keen to reflect demand for vegan products that deliver on taste, Chocomel launched a plant-based variant earlier this year.

“We developed the plant-based recipe without compromise,” continues Dan.

“We recognised the increasing demand for dairy alternatives, and we wanted to get it right. Taste is key, and we were determined to deliver a delicious, plant-based product that would play a major role in the dairy-free segment.”

And this approach has paid off with the plant-based Chocomel already one of the fastest-growing plant-based products. “It has already established a strong foothold and this looks set to continue as word spreads,” confirms Dan. “The plant-based ingredients create an indulgent, thick, creamy and delicious drink, and in all of our blind taste tests, it won rave reviews, winning it a Gold Great Taste Award.”

And the brand expansion hasn’t stopped there. Traditionally enjoyed hot in cafes and coffee shops in Europe, the brand has now launched a bespoke pack that dials up the hot chocolate occasion, ideal for the winter months.

“In the Netherlands, Chocomel served hot is a core staple and we want to bring that experience to the UK,” says Dan. “The beauty of this pack is that consumers can enjoy it at home and also out-of-home with consistency of serve, ensuring maximum enjoyment.”

With significant investment in marketing activity, including the wholesale channel, the brand looks set to go from strength to strength and drive further growth for wholesalers and retailers alike.

The core range – the on-the-go 250ml can and the 750ml carton pack – are available as plain and price-marked packs for the wholesale channel.

“While we’re very mindful of ensuring the price-marked packs communicate value for customers, we are also very aware of protecting margins for both wholesalers and retailers,” assures Dan.

STORAGE

While Chocomel can be found in the chiller in convenience stores and out-of-home outlets, the product is actually stored ambient, which is of benefit for wholesalers and retailers.

“There’s no need for refrigeration space or a temperature-controlled supply chain,” explains Dan. “The cans and cartons can all be stored in ambient aisles of the depot but, of course, the expectation is that it will be served chilled in store or outlet.”

RAISING AWARENESS

As part of its mission to raise awareness of Chocomel across the UK, more than 700,000 consumers will be offered the chance to sample the product via a campaign with HelloFresh, supported by office drops. These will be accompanied by a bounceback coupon to drive repeat sales.

In addition, there will be TV and online advertising. Dan adds: “We’ve invested more than £4m in shouting about Chocomel and we anticipate reaching 74% of UK adults.”

DRIVE CHOCOMEL SALES IN DEPOT

1. Chocomel is the fastest-growing flavoured milk; are you listing it?
2. Are you stocking the Chocomel core range?
3. How visible is it in depot? Create a display and grab retailers’ attention
4. How visible is the product range online?
5. Offer promotions to customers to encourage sales.

(Sources: [1] Nielsen Total GB Sales, Value, 52w/e 07.09.24; [2] Internal Brand tracking measures/ Nielsen Total GB Sales, Value, 52w/e 07.09.24)

Chocomel Dan Chesborough Friesland Campina