The highly successful Matilde Café concept is to be launched in the UK market under the name Café Met
"We expect Café Met to achieve the same success in the UK as in Denmark,” predicts Amanda Ince, Product Manager for flavoured milk in the UK. ”We also anticipate that the product will attract more milk drinkers.”
The milk drink which comes in two flavours, Choc' O'Latte and Moch'A'Latte, will compete in a market worth £ 78.3 million. The Arla Foods’ product Gulp! is already competing in this market, but while Gulp! appeals to teenagers Café Met is aimed at the 25-35 year age group which has, until now, lacked a flavoured milk product.
The production, which initially will take place at the Semper factory in Laholm in Sweden, will relocate to the Cocio Chocolate Milk Factory in Esbjerg, Denmark, on July 1.