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Mars Chocolate Drinks and Treats (MCD&T) has introduced Milky Way Milk in a 250ml can, enhancing its portfolio of flavoured milk drinks to meet consumer demand for sustainable packaging solutions.

This launch follows the successful rollout of Mars and Galaxy milk drinks in cans last year in the UK.

The flavoured milk segment is experiencing robust growth, with the category expanding by 11.9% year-on-year, presenting significant opportunities for retailers. MCD&T's flavoured milk range is among the leaders in the UK market, generating annual sales of £18.5 million.

Recent trends indicate a notable shift towards more sustainable packaging within the flavoured milk market. Sales of canned milk have surged by over 5 million units, reflecting a 13% increase, while plastic bottle sales have decreased by 11% in the same timeframe.

This trend aligns with broader consumer preferences for environmentally friendly packaging options.

Michelle Frost, general manager at MCD&T, said: The can format allows us to offer a more sustainable choice that’s easier for consumers to recycle. In addition to its sustainable properties, the range of cans are also suitable for vegetarians, have no added sugar and are non HFSS."

Milky Way Milk is currently available at retailers including Iceland and Morrisons, as well as convenience stores, packaged in cases of 12 x 250ml. It can be stored ambient but is best served chilled, with a recommended selling price of £1.25 per can.

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