Jimmy’s, the Carlsberg Britvic-owned brand, is expanding into the milkshake category with the launch of two new nostalgic flavours: Iced Cereal Milk and Black Forest Gateau Milk.

The new 500ml products join Jimmy’s existing Iced Chocolate Milk, extending the brand’s focus on indulgent and unconventional flavour combinations into the milkshake aisle.

Iced Cereal Milk is inspired by the sweet, frosted milk left at the bottom of a cereal bowl, while Black Forest Gateau Milk combines flavours of chocolate cake, cherry and cream.

The launches come as Jimmy’s looks to capitalise on consumer interest in nostalgic food and drink flavours. According to the brand, 70% of UK consumers say food and drink that reminds them of their past makes them feel good.

The Milkshakes and Flavoured Milk category is currently valued at £505 million and is growing by 15%, according to figures cited by Jimmy’s.

Russell Goldman, managing director, Breakthrough Brands, Carlsberg Britvic, said: “Jimmy’s has always been about doing things a little differently, and we think there’s a real opportunity to bring that same ‘Let’s Go!’ energy to milkshakes".

"Cereal Milk and Black Forest Gateau Milk are exactly the kind of flavours we love at Jimmy’s – familiar enough that you know what you’re getting, but with a little twist that makes you want to give them a go.”

The new milkshakes will initially launch in Sainsbury’s from 16 September, available in 500ml formats with a manufacturer’s recommended selling price of £2.00.