UK iced coffee brand Jimmy’s is expanding its portfolio with the launch of its first coffee-free product: Iced Chocolate Milk.

This move marks the company’s entry into the rapidly growing flavoured milk market, following an April Fools campaign that generated significant consumer demand.

The launch targets both Jimmy’s customers and new consumers seeking innovative flavoured milk options.

According to the company, the flavoured milk segment has surged 74% in value over the past five years, with chocolate milk representing nearly half of the category’s sales. Jimmy’s aims to capitalise on this trend, providing retailers with a high-potential product to boost sales in the category.

Russel Goldman, managing director of breakthrough brands at Carlsberg Britvic, the parent company of Jimmy's, commented: “What started as an April Fools prank is now hitting the shelves. Jimmy’s Iced Coffee already has a 65% brand awareness among category shoppers, and as a trusted favourite, we knew we had to fulfil the requests for a delicious Iced Chocolate Milk following overwhelming consumer response. Given the reaction, it felt like the perfect time to enter a new category."

Jimmy’s Iced Chocolate Milk is available exclusively on Ocado in a 500ml glass bottle.