Arla Foods to 'extend the footprint' of Cocio dairy drink brand in UK
Popular Danish dairy drinks, Cocio Classic and Cocio One, arrived on British shores in June 2014 and are already stocked by leading retailers, Tesco, Asda, Waitrose, Sainsbury’s and Morrisons.
Arla, which has owned the 64-year old Cocio brand since 2008, now plans to roll out the Classic and One variations in the Republic of Ireland and UK convenience stores.
Less than six months on from its UK market debut, Arla is also considering adding to its UK Cocio offering.
“We have a NPD product development pipeline in place,” Holly Twiss, dairy drinks brand manager, Arla Foods UK, told DairyReporter.com.
“At this stage we are concentrating on the core range of Cocio Classic and One, but over the coming years we will expand the footprint of the range, utilising further formats that are currently available in Denmark.”
As well as Cocio Classic and Cocio One, the Danish Cocio range includes two ice coffee products, three milkshakes, and two milk-based energy drinks.
Twiss gave no clues as to which could be launched in the UK, but said it would "ensure the product will meet the needs of our identified consumers."
Baked in the bottle
Cocio Classic and Cocio One, manufactured at the Cocio factory in Esbjerg, Denmark, are made using just three ingredients - fresh milk, cocoa, and sugar.
Twiss believes Cocio Classic and Cocio One, which are sold in 270ml glass bottles, bring "something new" to the UK dairy drinks category, which has historically been led by products targeted at children.
"The dairy drinks category is growing through the introduction of NPDs - specifically premium products in smaller formats with an adult focus," said Twiss.
"Cocio is well placed to deliver against these category drivers. The glass bottle plays a very important role in the heritage of the brand and production method."
"The product is still produced to the original recipe, three natural ingredients, and the production method of baking the product in the bottle. The method of baking gives the product its delish, caramelised flavour."
Target audience
Arla supported its launch of the Cocio in the UK with £2m worth of marketing.
To drive awareness of the Danish brand, Arla indulged in High Street sampling, out of home (OOH) advertising, online engagement via social media, and "experimental brand activation" at British summer music festival, Bestival.
"We have so far seen great success since launching the brand into the UK and have strong plans to continue this success as we move into 2015 and beyond," said Twiss.
"Supporting this we have clearly identified our target audience, their passion points enabling us to create a meaningful relationship with them via the Cocio brand."
