Chocomel: Choc’s away

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When Chocomel changed from a can to a bottle, it needed to share the news with retailers, so what better way than hitting the road with Wholesale News?

With its creamy chocolate taste and impressive sales credentials, it’s no surprise that Chocomel is a brand loved by independent retailers the length and breadth of the UK.

Not only does Chocomel deliver great taste for shoppers, but it also delivers great sales for retailers as Europe’s most popular chocolate drink brand [1] and this looks set to increase following the brand’s decision to change its pack format.

Previously bought in a bright yellow 250ml can, Chocomel is now available in a 300ml bottle format, following a hugely successful limited rollout in the first half of 2025.

This new packaging, just as distinctive as its predecessor, reflects the findings from industry research which revealed that the resealable bottle format was the most desired among consumers [2], offering flexibility and convenience, particularly while on the go. And, with 65% of all soft drinks bought for on-the-go occasions [3], it immediately made sense to shift to a bottle format.

Gabriella Sudall, Marketing Manager at FrieslandCampina, commented: “We have seen Chocomel grow quickly with a 225% increase in value sales over the past three years [4], now valued at £10.3m in retail sales value [5]. This packaging evolution offers a clear advantage for retailers, enabling them to further capitalise on the brand’s strong sales momentum.

VISIBILITY

“The new, larger bottle also provides enhanced visibility and presence on shelf, acting as a clear visual cue for shoppers and encouraging increased basket spend.”

Chocomel predicts that moving to a bottle format will drive a 28% increase in value sales [6], presenting retailers with a significant opportunity to drive incremental sales within the category, but what did retailers shopping in Bestway’s Birmingham depot think?

“Hang on, where’s the can gone?” was the first question retailers asked when we showed them the new format, quickly followed by nods of approval.

Jon, who owns a store in Erdington, distinctive and it stands out from other drinks you’d have in your chiller, especially cold coffees, and for shoppers, it’s better value as you get more of it in the bigger pack.”

Bobby runs two busy shopping centre welcomed the move to bottles. “This is a really positive move,” he said. “The branding on the bottle is great – it’s bright, it stands out, there’s not many products available in this colour so it catches your eye immediately and because the brand is so well known, it’s instantly recognisable.”

How does Chocomel sell in Bobby’s stores currently? “I’ve stocked it for a few years now and it’s always been a popular choice. I can’t stock products that don’t sell, so Chocomel has definitely earned its place in the chiller.

“For me, a big selling point is that there’s nothing else like it, which makes it a must-stock product. Across the soft drinks category, especially carbonates, there’s so Chocomel, it’s one on its own. It’s a top-quality, premium product that’s indulgent but affordable.

CONVENIENCE

“My customers already love it, and I’m sure they’ll love it even more in this format as it’s much easier for them in a resealable bottle if they’re out and about. Many of my customers are grabbing something on the way into work or on their lunch break, so it’s ideal for them – I’ll definitely be recommending it.”

Another retailer, Zahir, who owns three stores across Birmingham, also welcomed the move from cans to bottles: “To be honest, the 250ml cans can get lost as they’re all so similar in size and style, whereas this new bottle is really distinctive, so I think this will do better in my store.”

Is Chocomel a brand that sells well in his store? “Absolutely,” he said. “My customers have really embraced milk-based drinks and ready-to-go coffees, and Chocomel sits really well alongside those as it appeals to adults, children and teenagers. I’m definitely seeing sales rising, and I think the new bottle format will boost it further.”

Other retailers were drawn to the Chocomel display in depot by the bold yellow branding. Mr Khan, who owns a Birmingham city centre store, immediately stocked up, saying how much he liked the brand and as a result, he would recommend the product. “After all, if we like a and how it tastes, or our customers see us enjoying a product in the store, they’re more likely to buy it. We’re actually great ambassadors for brands as our customers trust us and trust our opinions… and I’ll definitely be drinking this!”

The new 300ml bottle format also ticks the boxes for sustainability too, as it has easy sleeve removal with a tethered cap to reduce littering, and the move from can format means it will reduce wastage due to the risk of dented cans.

(Sources: [1] Nielsen MAT June 2023 for NL, BE, DE, UK, HU; [2] 2024 Segmentation Research, carried out by See Research on behalf of FrieslandCampina. N = 2000; [3] Lumina Intelligence CET w/e 25.05.25; [4] NIQ Total Coverage Value Sales, YTD w/e 05/10/2024; [5] Coverage GB 52 w/e 12/07/25; [6] Projected ROS uplift, SKIM Conjoint research for FrieslandCampina 2024 (n=1504)’)

activation Friesland Campina Gabriella Sudall retailers