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CAFÉ MET goes nuts for Hazelatte

Press Release   •   May 18, 2004 15:19 BST

CAFÉ MET, the UK's fastest growing milk drink, is extending its range with the introduction of a special edition Hazelatte.

Following the success of Mochalatte and Chocolatte, which hit the shelves two years ago, Hazelatte will be available throughout the UK from May 2004 providing consumers with even greater choice.

Hazelatte, a chocolate based hazelnut flavoured milk drink, is served in a unique glass bottle and is the ideal drink for people on the go.

Jessica Hardcastle, CAFÉ MET brand manager said, "The coffee-house appeal of Hazelatte is appropriate to the CAFÉ MET consumer. We know our consumers enjoy the current Chocolatte and Mochalatte flavours and we feel they are ready to experience something new yet equally as modern and relevant."

Hazelatte will be supported by a £1m sales and marketing campaign which will be heavily centred around London and will include above-the-line activity in the form of an outdoor poster and tube campaign and sampling activity across the UK.

To celebrate the launch, a neck collar will be placed on all Hazelatte bottles for the first 8 weeks featuring an exciting 'Click to Win' mechanic. By simply visiting the CAFÉ MET website consumers will have the opportunity to instantly win either one of 5 luxury weekend breaks in New York or 5 fantastic Bang & Olufsen Hi-Fi systems. There are also 200 sets of designer latte mugs to be won.

Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.

Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.

Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.