MAKING MILK MORE APPEALING

Chocolate milk has had a lot of unfair press over the years, with consumers concerned about levels of sugar, caffeine, fat and so on, contributing to the view that this is simply ‘milk, made unhealthy’.

Chocolate milk has the same 16 nutrients as white milk, however, including all its calcium and vitamin D, explains Canadian milk company, Dairy Goodness. “Getting enough servings of milk products everyday is essential for many health benefits, including strong bones and healthy teeth and is especially important for children whose bodies are still growing. Research shows that kids choose chocolate milk instead of other sweetened drinks and therefore end up drinking more milk in general. The result is that children and teens who drink chocolate milk have a better overall diet than those who don’t.

And, they weigh no more than their nonchocolate- milk-drinking peers.” Chocolatemilk.com agrees that chocolate milk has substantial health improving qualities: “Studies show that when the two items, milk and chocolate, are combined, the nutritional benefits of each doubles their effects on your body. There is no real reason not to drink this ultimate kids’ drink as it has been proven to aid in all sorts of health benefits from prevention of cancer to helping your body build stronger muscle and bone. It makes the optimal drink not just after exercise, but any time to really aid your body in a number of ways.”

Adding weight to the argument FOR chocolate milk as part of a healthy balanced diet, Dairy Goodness comments: “About 85% water and low in fat, chocolate milk rehydrates while providing a unique carbohydrate-protein combination that aids in the quick recovery of muscle tissue and replenishes electrolytes, such as sodium and otassium, lost through sweating. Studies suggest that a beverage containing protein and carbohydrates such as chocolate milk may be as or more effective as a postworkout recovery beverage than a sports drink which contains only carbohydrates.”

“Few other consumer packaged goods products are as popular and versatile as milk,” insists leading market research company Mintel, adding: “Consumers of all ages drink milk in part because there is a variety for just about everyone, including non-dairy products for those who are lactose intolerant or have milk allergies.”

That said, chocolate milk tends to be seen more as a drink for children, with many of the leading brands aiming its products at this target market only. The way these drinks are packaged and advertised means that many of us miss them entirely.

This is all set to change, however, with the recent launch of Mooch which, available from Navson, has been neatly packaged as a cool and contemporary alternative to other soft drinks. What’s more, it’s healthy too. A blend of milk and cocoa beans with natural flavourings and no artificial colours or preservatives, it contains less than 1% fat and, available in Original, Hazelnut and Mint varieties, comes with a recommended retail price of just £0.99. Presented in a 250ml ring-pull can which highlights the health benefits, the up-market packaging makes it suitable for adults too.

A 2010 report into Hot Chocolate by leading market research company Mintel, found that consumers use these heavier beverages to avoid unnecessary snacking:

“Marketing campaigns could promote the products as helping, rather than hindering, calorie control,” it insists.

It’s fair to say that consumers would also opt for chocolate milk as part of a calorie controlled diet, so there is plenty of scope for the market to expand. You only have to take note of the rising popularity of chocolate milk from confectionery brands such as Mars, Maltesers and Galaxy to see why.

HOT CHOCOLATE

When Londoners discovered it in the 1700s, chocolate houses became, if you will excuse the pun, trendy little hot spots.

According to online resource about.com, it was the English who first started adding milk to their chocolate when enjoying it as an after-dinner beverage. Interestingly, chocolate as a drinkable form even preceded the chocolate bar.

The total hot chocolate based beverages category was estimated to be worth an estimated £40.1 million in 2009, says Susan Nash, Trade Communications Manager at Cadbury, adding: “With market statistics showing that hot chocolate is growing faster than tea, and is now the second most popular hot drink after coffee, the category presents a key opportunity that vending operators can’t afford to ignore.”

Cadbury remains the number one manufacturer in the hot chocolate category, and has a substantial 63% market share within foodservice. Susan comments:

“Cadbury is the number one chocolate brand in the UK and our consumers love the quality, taste and heritage which make it the number one hot chocolate. Vending retailers who want to maximise the opportunity of this growing category could benefit from stocking Cadbury Hot Chocolate.”

This September, Cadbury is revamping the Food Service packaging of its top selling Cadbury Instant Hot Chocolate with a modern pack re-design. The new design sees the deep purple colour and swirling logo that have become synonymous with quality Cadbury Hot Chocolate emphasised through a sharper, contemporary pack design. The

re-design will also include the FAIRTRADE Mark for the first time, illustrating Cadbury’s continuing commitment to a strong partnership with the Fairtrade Foundation which improves the livelihoods of cocoa growers in Ghana.

STIRRING UP PERFECTION

To help vending operators translate the benefits of the new packaging into extra sales and drive the category forward, Cadbury is launching a new education programme and integrated trade initiative – Stir up Perfection.

Through Stir up Perfection Cadbury will educate operators on how to deliver a premium hot chocolate with the aid of specially created information packs which will be available on request, to guide operators on the best way to ‘Stir up Perfection’.

The new Stir up Perfection initiative will be visible to consumers through a range of

POS materials including wobblers, tent cards and posters that can be displayed in premises to show consumers that Cadbury is on sale at that site. Consumers see Cadbury as the classic hot chocolate so by using POS to signpost the brand where available, the consumer knows they are choosing a great tasting Cadbury product.

To support the introduction of the newlook packs in-store and to kick off the overall hot beverages season there will be a large £1.5m marketing campaign launching in October to drive penetration and secure frequency early in the season.

CADBURY’S COMMITMENT TO FAIRTRADE

As the new packaging design shows, the entire Cadbury hot beverages range in the UK and Ireland is now Fairtrade. This is in addition to Cadbury Dairy Milk which has been Fairtrade in the UK and Ireland since July 2009.

The Fairtrade announcement last year marked the first anniversary of the Cadbury Cocoa Partnership (CCP), a historic initiative in which Cadbury is investing £45 million over the next ten years to secure the sustainable socio-economic future of cocoa farming in Ghana, India, Indonesia and the Caribbean where the cocoa farming industry is facing increasing challenges.

“Within Hot Beverages the strongest performers are Fairtrade products, with Fairtrade hot chocolate up +22% YOY. Purchase intent increases by +16% on Fairtrade products and Fairtrade is themost recognised ethical label in the UK.

Cadbury is now the largest hot chocolate brand to carry the Fairtrade logo,” Susan adds.

Further research from Cadbury’s reveals data on in-home consumption that shows hot chocolate is the most likely hot drink to be consumed with snacks (chocolate, biscuit, and crisps), demonstrating that there is ‘a huge opportunity’ for vending operators to drive cross category purchases. The data also shows that hot chocolate is more of a social occasion with 70% of occasions featuring more than one person.

Concludes Susan: “This means that hot chocolate is a perfect stock choice for vending operators, where hot chocolate 1can be enjoyed as an indulgence to accompany other snacks that are available.”

CONTINUED INNOVATION FROM NESTLÉ PROFESSIONAL

The AERO Hot Chocolate Machine from Nestle Professional, is especially designed to work with the AERO Hot Chocolate Drink to deliver a thick, bubbly, rich and creamy chocolate taste. The machine features two large easy to use buttons, one for 9oz cup and one for 12oz mug; AERO branded graphics panels - designed as an enticing reminder of the brand that creates taste appeal; a durable stainless steel chassis and low-maintenance design - touch button operation and electronic self clean facility. It also has a very compact footprint of W23cm x H67.5cm x D46cm.

AERO Hot Chocolate can be served four ways: The Hot Chocolate selection on NESCAFÉ Milano, AERO Add Hot Milk tin, AERO Instant tin, or the stand-alone AERO Hot Chocolate machine. “Simply choose the solution that is the best fit for your location,” says the company.

Rooted in mysticsm and linked through the ages with hedonism, films like Chocolat have only served to enhance the warm and romantic nature of this increasingly delicious drink. From gourmet hot chocolate marketed as an occasional drink to the low fat variety designed to meet the need for something less fattening but equally indulgent, leaving chocolate off the menu could be a very costly mistake for vending operators nationwide.