FDBusiness.com

Müller has introduces FRijj with a longer lasting ambient recipe for the first time. The new FRijj ambient range is being produced at Müller’s Severnside site, which has benefited from substantial investment to create a new centre of excellence for milk drinks and fresh cream.

Müller intends to use the increased capabilities at Severnside and across its network of dairies to create the next generation of great tasting Müller branded and private label dairy products made from milk produced by British farmers.

The business intends to make the Official Milk Drink of British Athletics and Athletics Ireland[1] widely available across multiple channels and also more relevant in additional consumption occasions throughout the day.

The move to offer a longer lasting FRijj range follows the success of Müller’s reformulated FRijj recipe, the introduction of on-the-go 400ml portions and the recent launch of 900ml FRijj, a larger shareable portion that can be kept in the fridge.

Made with Müller Milk and available now, the new recipe launched in FRijj’s four most popular flavours, Fudge Brownie, Strawberry, Chocolate and Banana, in 400ml portions, and is also available with a PMP option, with an RRP of £1. Additional flavours from the existing 400ml on-the-go range may also be introduced in the future.

As the Official Milk Drink of British Athletics and Athletics Ireland*, the business is also introducing a British Athletics and Athletics Ireland banner on all FRijj SKUs to add further inspiration to the dairy aisle, and encourage consumers to live active and healthy lifestyles.

Dan Howell, Commercial Director at Müller Milk & Ingredients, says: “Since we acquired FRijj, we have been working really hard to firm up the foundations, create brand equity, and drive base sales. In the last year, we brought FRijj back onto UK TV screens after five years away, improved the delicious recipe, started targeting new consumption occasions, offering zero added sugar alternatives, creating inspiring on-pack promotions. We think there’s a major opportunity for FRijj in the convenience sector and food service channels. As we continue to grow the category, we need to constantly revaluate and improve our portfolio, but we also need to create products that ultimately reach more consumers across multiple channels – and this launch will help us do exactly that.”

Alongside an almost 25% increase in marketing spend over the next three years, the dairy company will grow and innovate brands, like FRijj, which are made in the UK with milk produced by British farmers.

[1] Official Milk Drink as Proud Sponsor of British Athletics and Athletics Ireland