Jimmy’s is taking its love of big, nostalgic flavours into the milkshake aisle, with the launch of Iced Cereal Milk and Black Forest Gateau Milk. Joining Jimmy’s existing Iced Chocolate Milk, the two new 500ml flavours take familiar favourites and give them the Jimmy’s twist - a little unexpected, seriously delicious and a whole load indulgent.

The move sees Jimmy’s build on its reputation for innovation in iced coffee, bringing the same approach to milkshakes, as the Carlsberg Britvic brand looks to shake up a category it believes has plenty of room to have a bit more fun with flavour. With the Milkshakes and Flavoured Milk category currently worth £505m and growing 15%[1], Jimmy’s is bringing something new to the shelf, giving shoppers more flavours to get stuck into and more reasons to reach for a milkshake.

Iced Cereal Milk takes inspiration from one of the best bits of breakfast – the sweet, frosted milk left at the bottom of the cereal bowl. Ice cold, creamy and seriously nostalgic, it takes an instantly recognisable experience and gives it a playful Jimmy’s twist. Basically, the taste of the best bit of the bowl, bottled. It’s just at home as a breakfast treat as it is an afternoon pick-me-up or a late-night fridge raid. Iced Black Forest Gateau takes its cue from the classic retro dessert, bringing together flavours of rich chocolate cake, juicy cherry and thick cream. Think Black Forest Gateau, but make it Jimmy’s. Rich, seriously creamy and properly indulgent, it brings the taste of a nostalgic favourite into the milkshake aisle with a little more attitude. With 70% of UK consumers admitting that food and drink that reminds them of their past makes them feel good[2], the nostalgia trend is growing from strength to strength[3] and Jimmy’s is well placed to help retailers tap into the demand.

Russell Goldman, Managing Director, Breakthrough Brands, Carlsberg Britvic, commented: “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. There are plenty of familiar flavours out there, but we think the category could do with mixing things up a bit.

“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.

“For retailers, expanding Jimmy’s into milkshakes gives us the chance to bring the brand to more shoppers and more occasions, while giving the category two flavours that are a little bit different from the usual suspects.”

Jimmy’s Iced Cereal Milk and Black Forest Gateau Milk will launch in Sainsbury’s and will be available from 16 September in 500ml formats at an MRSP of £2.00.