After more than two years in development, Yazoo, the flavoured milk drink brand from FrieslandCampina, is introducing No Added Sugar.

Expected to generate in excess of £7 million incremental sales to the milk drinks category in its first year, No Added Sugar is the first milk drink of its kind to contain only naturally occurring sugars and no artificial sweeteners. The fresh semi skimmed milk used to make Yazoo contains approximately 5% milk sugars, lactose. By harnessing a manufacturing process which splits the lactose into glucose and galactose, FrieslandCampina has created a taste that is four times sweeter than lactose only, negating the need to add any extra sugar or artificial sweeteners.

The new product is being launched in three flavours – Strawberry, Banana and Toffee – and is available in a 200ml bottle and sold individually as well as in 4 x 200ml format.

Tracey Barney, managing director, FrieslandCampina UK, says, "Nine out of 10 parents in the UK buy their children dairy snacks but only half buy milk drinks, so we wanted to create a milk drink that the eight million families would want to buy regularly, rather than just as a treat."