Milk brand Yazoo is introducing chocolate to its ’no added sugar’ range, and the claims that it’s the UK’s first chocolate milk drink with no added sugar and no artificial sweeteners.

Chocolate is already Yazoo’s best-selling flavour for its core range, but developing a chocolate milk drink with no added sugar and no artificial sweeteners took several years of research and development to ensure the same taste. The product was blind-tasted with children aged five to nine years old to confirm consumer appeal, with 74% scoring the product positively. Chocolate is now available to retailers in addition to the existing no added sugar range of strawberry – recent winner of the Grocer New Product award – and banana.

As with the current no added sugar flavours, Yazoo no added sugar in chocolate contains no more sugar than a glass of semi-skimmed milk. It is also a natural source of calcium and protein.

Richard Duplock, marketing manager for Yazoo at FrieslandCampina says: “Chocolate no added sugar is a really exciting new launch for Yazoo. Developing the right chocolately flavour took some time for our innovation team to perfect, but we’re absolutely delighted with the end result.

As the number one brand, we’re committed to driving growth in the category by launching new products that meet consumer demand”.

The chocolate launch will be supported with an above-the-line and below-the-line campaign. The new flavour message will be included in cinema, radio, digital and shopper activity. Thuy Nguyen, communication and media manager for FrieslandCampina says: “It’s important we continue to drive awareness of Yazoo no added sugar and now we can create additional excitement by communicating that it’s available in a great-tasting chocolate flavour”