Cocio - our global brand

.and premium player

Our VISION

Prepared for Arla

Flavoured Milk Category Strategy & Brand Positioning

11/10/16

Confidential

Core Range & Extensions

Cocio
Cocio Chocolate
Chocolate Milk
Milk
211
211 ml
ml glass
glass bottle
bottle Classic,
Classic, one
one
&
& Dark
Dark
270
270 ml
ml glass
glass bottle
bottle Classic,
Classic, One
One
&
& Dark
Dark
400
400 +
+ 600
600 ml
ml glass
glass bottle
bottle
Classic
&
One
Classic & One

Cocio
Cocio Flavoured
Flavoured Milk
Milk
Assortment
Assortment
250
250 ml
ml can
can Natural
Natural Energy
Energy
w/guarana
w/guarana
250
250 ml
ml can
can Icelatte
Icelatte MilkMilkVanilla
Vanilla
250
250 ml
ml can
can Icecoffe
Icecoffe Milk
Milk
Espreesso
Espreesso

The Cocio Story

2002/ 2008
Arla buys Cocio

1951 Founded by Anker Pallesen, Denmark

2010 Eva Mendes

(ended in 2013)

2014 Cocio gets ready to go global

2011 UTZ Certified cocoa

2012 Cocio One is launched

Bringing the finest ingredients together

Fresh Arla milk (88%)

Shake to enjoy!
With no additives
the Chocolate
settles in the
bottom of the
bottle, therefore
the bottle must be
shaken before use

UTZ certified Cocoa

Sugar
and nothing else.

Cocio is produced in a unique way

In-container sterilisation (autoclaving)
The product is mixed, bottled and then cooked at 115-121 degree C for 1030 minutes
This process gives a very unique taste and makes it possible to have
maximum taste and avoid additives
Allows only glass and alu cans
This process give us 24 month shelf life on Cocio Classic

Iconic brand from Denmark

now travelling all over the world.

Milk, sugar, cocoa. Nothing else.

Product overview

Cocio Classic
Chocolate Milk: Product
information

Item number:
SAP
Language cluster:
UK
Dairy:
Cocio, Esbjerg, Denmark
Product type:
Chocolate Milk
Size:
27cl
Fat Content:
2,0 % fat
Shelf life:
730 days (24 months)
Packaging type: Glass bottle
Carton size:
12 units in one
carton

History
Danish iconic brand founded in 1951 in Denmark by
Mr. Anker Pallesen.
Cocio is targeted at young males and females looking
for a premium dairy drink they would like to be seen
with.
Cocio CLASSIC is made with 3 quality ingredients:
fresh Arla milk, sugar and UTZ certified cocoa. And
thats it. No additives, no preservatives. It is made to
an original 1951 recipe for distinctively rich yet
refreshing taste. As Cocio contains no additives so
the product should be shaken well to mix the
ingredients.
To be enjoyed ice cold or warm.

Cocio Dark

10

Chocolate Milk: Product

information

Item number:
Language cluster:
UK
Dairy:
Cocio, Esbjerg, Denmark
Product type:
Chocolate Milk
Size:
27cl
Fat Content:
1,0 % fat
Shelf life:
540 days (18 months)
Packaging type: Glass bottle
Carton size:
8 units in one
carton

History
Cocio Dark is launched in 2015.
Insight:
I love treating myself to dark chocolate, milk
chocolate is just too sweet and childish. (35%
UK users prefer dark chocolate, 77% propensity
to purchase)
Description:
Introducing new Cocio Dark, the one and only
dark option for chocolate lovers
Benefit:
Cocio Dark is richer and smoother in taste
appealing to my more refined taste
Reason to Believe:
Made with 3 natural ingredients, Cocio Dark
includes even more Cocoa (+66%, 2,5g) for a
richer taste

Learnings from other market

- Philippines

11

In-Store Engagement:

Call-to-action to shake the bottle before drinking

Shelf Flags

Wobblers

MDU

12

11/10/16

Shelf Strips

Cocio is now available in more than 1,200

outlets!

13

11/10/16

14

11/10/16

Thank you.
15
6