Chilled coffee brand Emmi Caffè Latte is targeting men with a larger, 370ml version of its cappuccino drink.

Dubbed Mr Big, the drink is available now exclusively at Tesco on a £1.50 introductory promotion until 5 August. The regular rsp will be £1.99.

Designed to complement Emmi’s existing 230ml Caffè Latte drinks, Mr Big has been brought to the UK following its success in Austria and in Emmi’s Swiss home market last year. Emmi said early sales of Mr Big following a soft launch in late June had been “promising.”

Mr Big was designed to appeal to a predominantly male target audience, said brand manager Nicole Koller. The larger format and higher caffeine content would help pave a way for new shoppers to enter the category, she added.

Koller said the 370ml cup was unique for the chilled coffee category and claimed it was the first time a brand had changed the size of the cup but kept the recipe the same in order to address a new target group.

“Mr Big was designed with coffee fans in mind, giving them a bigger coffee hit in a single cup,” Koller added.

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